Fluency Raises $40M Series A to Accelerate AI-Powered Digital Advertising Operating System

Fluency, a Burlington, Vermont-based adtech company, has successfully closed a $40 million Series A funding round to scale its AI-Powered Digital Advertising Operating System across more agencies and brands. The round was led and fully funded by growth equity firm Integrity Growth Partners (IGP), which is also joining Fluency’s board as a strategic partner. The capital infusion will fund aggressive development of automation and agentic AI capabilities, expand integrations with key ad platforms, and support new product innovations aimed at solving the rising operational complexity in digital advertising.

Fluency’s platform currently centralizes and automates campaign execution across major digital channels-spanning search, social, display, and programmatic—powering nearly $3 billion in annual media spend and managing over 250,000 monthly campaigns for agencies and enterprise brands, including many Fortune 500 clients.

Why This Matters: The Digital Advertising Operating System Emerges

At its core, Fluency positions itself as a Digital Advertising Operating System (OS)-a unified solution that consolidates fragmented ad workflows that today typically span multiple dashboards and standalone tools. The platform promises to reduce manual campaign management, eliminate inefficient tool switching, and accelerate execution with AI-driven automation. This approach reflects a broader transformation in advertising operations where manual processes and siloed technologies are major bottlenecks for growth. Fluency’s OS aims to be the system of record that handles everything from campaign creation and optimization, to real-time creative updates and automated budget management.

Fluency’s CEO Mike Lane emphasizes that the complexity of modern advertising—especially when orchestrating multichannel paid media programs across thousands of brands and locations-has outgrown legacy tools and manual workflows. The new funding will be pivotal in scaling what the company calls “agentic AI”-AI that can autonomously perform tasks like creative optimization, bid adjustments, and performance analysis without direct human intervention.

Also Read: PubMatic and Butler/Till Launch First Fully Agentic AI Campaign Across Connected TV

What This Means for B2B Marketing and Advertising

Operational Efficiency at Scale

For B2B marketers and agencies, one of the major challenges in digital advertising has been operational complexity—especially when running campaigns across multiple platforms like Google, Meta, TikTok, and programmatic exchanges. Traditional workflows often require specialists for each platform and tons of manual effort to create, launch, monitor, and optimize campaigns.

Fluency’s platform combats this complexity by consolidating execution into a single interface and automating repetitive tasks. Integrated automation can help teams reduce campaign setup time by significant margins—freeing marketers to focus on strategy, creative innovation, and client outcomes rather than executional overhead.

In today’s environment where performance expectations are rising and resources are stretched, this efficiency isn’t just a convenience—it’s a competitive requirement.

AI as a Strategic Partner

While many adtech tools tout AI, Fluency’s emphasis on agentic AI signals a shift toward systems that do more than offer recommendations—they take action autonomously. For example, AI agents might swap underperforming creative assets in real time, adjust budgets based on performance signals, or even reallocate spend across channels for optimal results.

This kind of capability can be transformative for agencies and brands that manage large portfolios where constant manual adjustments are impractical. As AI maturity climbs, we expect more B2B marketing teams to rely on systems that act with real-world accountability, not just analytics dashboards.

Integrated Workflows and Data Cohesion

A perennial challenge for B2B marketers is the fragmentation of data across platforms and departments. Fluency’s model—bringing data, process, and execution into one system-supports stronger alignment between strategy, operations, and reporting. This unified view enables more actionable insights and tighter feedback loops, which in turn improve measurement, optimization, and ROI.

For agencies wrestling with siloed tools and disparate KPIs across clients, this integrated approach could become an anchor for scalability. With agencies increasingly expected to do “more with less,” investing in platforms that flatten operational complexity is a priority.

Industry Impact and What’s Next

Fluency’s funding comes at a time when the global digital advertising market continues to expand rapidly, with more budgets shifting to digital channels and performance expectations rising. As the adtech ecosystem evolves, companies that enable automation, efficiency, and action-oriented AI will likely gain traction among brands and agencies alike.

For B2B marketing leaders, this development highlights a strategic inflection point: operational excellence powered by AI may be the differentiator that separates leaders from followers in the next era of digital advertising.

Looking forward, Fluency’s roadmap-especially its focus on deeper publisher integrations, collaborative agency-brand workflows, and autonomous AI agents-positions the company to play a significant role in redefining how digital ad campaigns are planned, executed, and optimized at scale.