Linkby Raises $15M Series B to Expand in U.S. and Advance AI-Powered Ad Tools

Australian advertising technology startup Linkby has secured US$15 million in Series B funding, with the round led by Boston-based Volition Capital—marking the firm’s debut investment in an Australian company. This follows Linkby’s earlier US$4 million Series A round in 2024. The new funds will be used to grow its presence in the U.S. and enhance its platform that enables performance-based editorial campaigns.

The fresh capital will support Linkby’s continued expansion in the U.S. market and further development of its platform. A major area of focus will be the company’s efforts in generative engine optimisation (GEO), as brands increasingly shift from traditional search to discovery through large language models (LLMs).

Founded in 2020, Linkby connects brands with over 600 premium publishers to run campaigns where advertisers only pay based on reader engagement. As marketing strategies evolve beyond traditional search and toward large language model (LLM)-driven discovery, Linkby plans to invest in generative engine optimisation (GEO) tools to stay ahead of shifting trends in digital advertising.

The performance model enables brands to secure high-quality editorial placements while paying only when readers engage with the content. It offers an efficient and scalable alternative to traditional public relations and content marketing strategies.

Linkby’s approach taps into the convergence of brand awareness and performance marketing, a trend that’s reshaping the broader advertising industry. As companies seek more accountable outcomes from PR and content budgets, Linkby’s model has found traction among both marketers and publishers.

With AI-driven search rapidly changing consumer discovery, Linkby is investing in GEO tools to help brands adapt. These tools are designed to make editorial content more discoverable in environments powered by LLMs, where traditional SEO strategies may fall short.

“Our goal is to transform how brands think about editorial,” said Linkby co-founder and CEO Michael Petersen. “This funding allows us to invest in our U.S. presence and build tools that help brands thrive in the next phase of content discovery.”

Image credits: Linkby