SAN FRANCISCO — Multiply, a startup seeking to reshape B2B advertising through AI-driven campaign management, said it had raised $9.5m as it launched a platform that uses internal company data to refine digital ads continuously. The announcement was made on March 18.
The company is betting that business marketers will increasingly want more than automated copy generation or media-buying software. Its model combines AI systems with human campaign managers, drawing on sales-call transcripts, CRM records, customer emails and ad-performance data to adjust messaging, targeting and creative over time.
The funding round was led by Mayfield, with participation from Sorenson Capital, Instacart co-founder Max Mullen, Google executive Josh Woodward and several technology-sector executives, according to the company.
Multiply is entering a part of the advertising market where the line between software and agency services is starting to blur. Rather than selling a self-serve tool to marketers, it operates as a managed service, with in-house strategists using proprietary AI systems to run campaigns on behalf of clients.
Its current focus is on Google Search and LinkedIn, two key channels for B2B customer acquisition. The company says its system uses internal commercial data to identify what language resonates with buyers, which audience segments convert and how campaigns should be adjusted as performance changes.
That approach addresses a longstanding problem in digital advertising: campaigns often become less effective after launch as creative weakens and audiences lose responsiveness. Multiply’s model treats advertising as a continuously updated system rather than a static campaign.
The company said some clients had seen large increases in sales pipeline and lead generation after adopting the platform, citing gains of 300% to 500% in some cases. One customer reported a 900% increase after switching from another agency, although these figures were provided by the company and not independently verified.
The broader significance lies in the model itself. By combining internal business data with ongoing campaign execution, Multiply is attempting to integrate functions that have traditionally been split across agencies, software tools and in-house marketing teams.
The company was founded by Matt Jayson, formerly of Google and Brex, and Ashish Warty, a former engineering executive at HackerOne, Dropbox and Airship. It plans to expand beyond Google and LinkedIn into a broader omni-channel advertising system, including support for emerging AI-driven formats.
Whether the hybrid model can scale remains an open question. But the approach reflects a wider shift in advertising and enterprise software, where automation is increasingly paired with service rather than replacing it entirely.
