As agencies and brands struggle to manage growing complexity across paid media channels, Fluency has secured new funding to expand its platform and accelerate adoption. The company announced the close of a forty million dollar Series A round led by Integrity Growth Partners to bring its Digital Advertising Operating System to more agencies and brands worldwide, signaling strong investor confidence in platforms built to replace fragmented ad operations.
Founded in 2017, Fluency was created to centralize digital advertising execution and management into a single system of record. The platform enables agencies and brands to automate paid media across search social and programmatic channels, spanning both walled gardens and the open web. Fluency powers nearly three billion dollars in annual media spend and supports more than two hundred fifty thousand campaigns each month. Its clients include leading agencies and Fortune five hundred brands that collectively manage advertising for over fifty thousand local businesses.
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The funding comes as digital advertising reaches what Fluency describes as a tipping point. Decades of platform expansion have created fragmented workflows massive data volumes and heavy reliance on manual processes that are difficult to scale. Fluency founding team experienced these challenges firsthand in the early two thousands while building Dealer dot com, which was later acquired in a one point one billion dollar transaction. The internal ad technology they developed then became the foundation for what evolved into Fluency Digital Advertising Operating System.
Fluency now enables customers to launch campaigns in minutes and manage large portfolios in up to ninety percent less time. Its closed system supports automation across budgeting creative development optimization reporting and client communication. According to the company the new investment will be used to expand automation and agentic AI capabilities and accelerate integrations with publishers and technology partners. These enhancements are designed to allow paid media programs to run faster and at greater scale while remaining governed within a single platform.
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“Our clients are accountable for delivering multichannel advertising often across hundreds of brands and thousands of locations. It’s impossible for humans alone to manage the level of complexity this requires no less scale it efficiently,” said Mike Lane CEO of Fluency. “Understanding and solving this problem requires a team that has not only been on the front lines of ad operations but also has foresight into where the industry’s going and hindsight into how it’s already evolved. We’ll look to IGP as a trusted partner whose experience just as much as its integrity and values will be critical to our growth as we embark on the next stage of our work.”
Integrity Growth Partners specializes in founder led technology companies and will join Fluency board while allowing the company to continue operating independently. Ryan Anderson Managing Partner and Co Founder at IGP said Fluency has moved beyond typical consolidation approaches by streamlining entire multi step processes into a unified operating system.
Looking ahead Fluency aims to manage at least ten percent of the global digital advertising market and plans to expand collaboration tools and platform integrations. As demand rises for automation and accountability, the Digital Advertising Operating System model is gaining relevance across the MarTech ecosystem.
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