Multiply, an AI-native media agency for B2B companies, has emerged from stealth with $9.5 million in funding. The investment will fuel the launch of its "Self-Learning Advertising" platform, designed to combat the common issue of "decaying ads" in traditional marketing.
Ads That Learn
Traditional ad campaigns often lose effectiveness shortly after launch as creative becomes stale and audiences disengage. Multiply's Self-Learning Advertising aims to reverse this trend by enabling ads to learn from a company's internal data and continuously improve. This approach represents a new paradigm in ad technology.
The funding round was led by Mayfield, with notable participation from Sorenson Capital and executives from major tech firms like Instacart, Google, HubSpot, and Brex. This significant backing underscores the market's interest in innovative advertising solutions.
Measurable Impact
Early adopters of Multiply's platform are reporting substantial improvements in sales pipeline generation. Vanta, a security automation leader, experienced a 770% increase in sales meetings. Listen Labs, an AI customer research platform, saw its LinkedIn campaigns perform five times above industry benchmarks.
These results highlight a common thread of increased velocity, lead quality, and pipeline impact across Multiply's client base.
Data-Driven Optimization
Multiply's Co-Founder & CEO Matt Jayson explained that companies possess ample data, from sales conversations to CRM systems, that can inform ad campaigns. However, these insights are often not integrated quickly enough. Multiply connects directly to sales call recordings, CRMs, and ad performance data to generate messaging and creative aligned with buyer motivations.
The platform runs hundreds of structured experiments weekly, continuously refining audiences, copy, and creative to ensure campaigns improve over time rather than decline. This iterative process is key to the platform's effectiveness.
AI and Human Expertise
Founded by former Google and Brex executive Matt Jayson and ex-HackerOne engineering leader Ashish Warty, Multiply blends AI with human oversight. The company operates as a media agency, leveraging proprietary AI agents for tasks like extracting customer language, refining targeting, tuning copy, and refreshing creative.
Ashish Warty, Co-founder and CTO, stated, "Together, these systems allow Multiply to iterate faster than any traditional agency model." Human media buyers provide oversight to ensure brand safety and compliance.
Future-Proofing Advertising
While currently focused on Google Search and LinkedIn ads, Multiply's infrastructure is built for emerging platforms like ChatGPT ads. The company is actively preparing its customers for these new formats, ensuring their learning systems can extend to conversational and AI-driven advertising experiences.
The broader B2B advertising market, valued at $50 billion, is undergoing a significant shift towards AI-driven solutions. Multiply's approach positions it at the forefront of this transformation, offering a compounding growth engine for its partners.
Omni-Channel Ambitions
Looking ahead, Multiply plans to expand into a full omni-channel ad buyer for B2B companies. The roadmap includes support for additional platforms, daily creative refreshes, unified cross-channel attribution, and AI-driven budget allocation to maximize pipeline impact across all channels.
