"The goal was to develop an end-to-end advertising system, from creative development through to reporting, said Lane, so that advertisers could adjust campaigns across channels through a centralized platform. To make that possible, Fluency relies on automation, Lane said, using a customizable rule system called Blueprints that lets advertisers automate campaigns according to their own strategy. For instance, a multi-family apartment advertiser in the housing space could set up a "blueprint" to boost ads when units open up and pull back once occupancy is high."
"They can also fine tune how they target audiences, said Eric Mayview, president and co-founder of Fluency, such as by neighborhood rather than by city or state. Advertisers can also intervene at any point to make manual changes, Mayview added, and receive automated reporting to see how their strategy is working. Fluency plans to invest its new funding into AI and engineering to bring more automation into the platform so that marketers can do more with fewer button clicks."
Fluency offers a centralized digital advertising operating system (DAOS) that manages campaigns end-to-end, from creative development through reporting. The platform uses automation via customizable rule-based Blueprints that let advertisers automate campaign actions and adjust strategies across channels. Advertisers can target granular audiences by neighborhood, set rules to boost or pause ads based on inventory or occupancy, and intervene manually at any point while receiving automated reporting. The startup raised $40 million in Series A funding fully funded by Integrity Growth Partners. Launch timing overlapped the COVID-19 pandemic, creating operational challenges but also increased demand for efficiency and remote-capable tools. Funding will support AI and engineering investments to expand automation.
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