Agentio raises $40M for creator ads

"Unilever's CEO said earlier this year its ad spend on social media will grow from 30% to 50% of its total - which was $10.2 billion in 2024 - and it will work with 20 times more influencers. "Advertising follows attention, and everybody through their social feeds understand that creators are the most important part of like this marketing ecosystem," Agentio CEO Arthur Leopold says."

"Agentio is a two-sided marketplace for creators and brands that helps automate creator campaigns, including matching, management and performance tracking. The platform started with ad reads on YouTube and has extended its capabilities to Meta's partnership ads, currently in beta. It plans to add other platforms next year. Leopold says Agentio has a network of "many thousands" of creators, including top YouTubers like Rhett McLaughlin and Link Neal who recently joined as advisers."

"The startup has raised $56 million in total and is valued at $340 million. Leopold says Agentio is profitable and its revenue has grown five-fold year-over-year. Forerunner's clients have used Agentio's platform, including Warby Parker, Away, Chime and The Farmer's Dog. "Just as Google and Meta built platforms to unlock search and social, Agentio is building the infrastructure needed for creator-led ad development and monetization at scale," Forerunner managing partner Eurie Kim said in a statement."

Major advertisers are moving significant portions of ad budgets to social media and creator-led campaigns, with Unilever increasing social spend from 30% to 50% and planning to work with 20 times more influencers. Agentio operates as a two-sided marketplace connecting creators and brands and automates campaign matching, management, and performance tracking. The platform began with YouTube ad reads, added Meta's partnership ads in beta, and plans to add other platforms next year. Agentio reports a network of many thousands of creators, has worked with over 100 brands, raised $56 million at a $340 million valuation, and is profitable with five-fold year-over-year revenue growth. Funding will expand the team from 35 to over 100 employees.

Read at Axios