Multiply has raised $9.5 million as it comes out of stealth with a new advertising system it says can improve campaigns while they are still running.
The San Francisco-based company says its model, called self-learning advertising, uses a firm’s own data to adjust and refine adverts over time. It focuses first on Google Search and LinkedIn campaigns.
The funding round was led by Mayfield, with backing from Sorenson Capital and several industry executives, including Instacart co-founder Max Mullen and Google’s Josh Woodward.
Multiply says it is trying to solve a common problem in digital marketing. Campaigns usually lose impact shortly after launch as audiences stop responding to the same messages. The company refers to this as “decaying ads”.
Instead of relying on fixed campaigns, Multiply connects to internal systems such as sales calls, customer records and ad performance data. It then uses that information to generate and test new versions of adverts on a continuous basis.
The company says this process runs hundreds of experiments at once, adjusting audience targeting, messaging and creative work week by week.
Early customers report strong results. Vanta, a security automation company, said: “We’ve seen 770% more sales meetings, we build and test faster with their AI, and their team is strategic, hands-on, and operates as trusted partners.”
Listen Labs, a customer research platform, also reported improved performance on LinkedIn campaigns, saying results were five times higher than typical benchmarks.
Multiply was founded by Matt Jayson, who previously worked at Google and Brex, and Ashish Warty, a former engineering leader at HackerOne, Dropbox and Airship.
Jayson said many companies already hold valuable customer insights but find it hard to apply them quickly to advertising. Sales conversations and deal data often show why customers buy, but that information does not always reach marketing teams in time.
The company has built several internal systems to address this. One focuses on extracting language from sales calls, while another studies completed deals to improve targeting. Others adjust ad copy, refresh images and run ongoing tests to identify what works best.
Warty said the system still includes human oversight. He noted that campaigns are monitored by experienced media buyers and must meet each client’s brand and compliance requirements.
Although Multiply is starting with Google and LinkedIn, it says its system is designed to expand into newer advertising formats, including those linked to conversational AI platforms.
Investor Patrick Salyer of Mayfield said: “There is a major shift happening in the $50B B2B advertising market. Service-as-Software is redefining how companies grow, and Multiply has built the first AI model for B2B advertising.”
Multiply plans to expand its products and services into a full multi-channel platform. The company said future updates will include support for more advertising channels, daily creative updates and tools to manage budgets across platforms.
It also aims to help businesses adapt quickly as new types of digital advertising emerge.
