Fluent Stock

Fluent, Inc. (Fluent) provides data-driven digital marketing services.

The company primarily performs customer acquisition services by operating highly scalable digital marketing campaigns, through which the company connects its advertiser clients with consumers they are seeking to reach. The company delivers data and performance-based marketing executions to the company’s clients, which in 2022 included over 500 consumer brands, direct marketers and agencies across a wide range of industries, including Media & Entertainment, Financial Products & Services, Health & Wellness, Retail & Consumer and Staffing & Recruitment.

The company attracts consumers at scale to its owned digital media properties primarily through promotional offerings where they are rewarded for completing activities within the platforms. To register on the company’s sites, consumers provide their names, contact information and opt-in permission to present them with relevant offers on behalf of the company’s clients. Approximately 90% of these users engage with the company’s media on their mobile devices or tablets. The company’s always-on, real-time capabilities enable users to access the company’s media whenever and wherever they choose.

Once users have registered on the company’s sites, the company integrates its proprietary direct marketing technologies and analytics to engage them with surveys, polls, and other experiences, through which the company learns about their lifestyles, preferences and purchasing histories. Based on these insights, the company serves targeted, relevant offers to them on behalf of its clients.

Through AdParlor Holdings, Inc. (‘AdParlor’), the company conducts its non-core business, which offers clients various social media strategies through the planning and buying of media on different platforms.

Offerings and Solutions to Clients

The company primarily provides performance marketing solutions to the company’s clients based on their desired outcomes, or specific actions in their marketing funnels, including the submission of a registration form, an app installation, or a completed transaction. The company’s owned and operated media properties include Flash Rewards, The Smart Wallet, and Find Dream Jobs, among others.

Performance Campaigns

For clients who seek the completion of certain actions by consumers, such as the submission of a registration form, the installation of a mobile app, or a trial subscription of a good or service, the company provides performance campaigns that meet the criteria specified by the client.

The company bears the cost and risk of paying various media sources to generate consumer traffic to the company’s digital media properties or to media properties owned or operated by the company’s clients, without the assurance of a subsequent revenue-generating event from such activity.

Consumer Data

The company also generates revenues by providing clients with qualifying customer data of consumers, who have opted to be marketed to, directly through means, such as direct mail, email, telephone, messaging, and other channels. The company’s clients then use this customer data to conduct their own marketing campaigns.

The data records the company provides contain varying depths of user profiles, ranging from basic contact information to in-depth self-declared preferences and behaviors. Many other providers of consumer data offer data or information that is inferred from a consumer’s behavior but not directly observed or otherwise provided by a consumer. The company’s first-party data is more reliable and reflective of consumers' current interests and preferences.

Programmatic Data Offerings

Since 2018, the company has been offering data sets pertaining to certain audience segments from the company’s database in programmatic environments, thereby enabling advertisers, such as those in the healthcare industry, to leverage such data in an anonymized, privacy-minded manner to target high-intent prospects for their offerings.

Social Media Campaigns

Through AdParlor Holdings, Inc., the company offers clients a sophisticated suite of social media strategy, planning and buying, along with highly tailored creative services.

Call Center Solutions

Through the company’s Fluent Sales Solutions (‘FSS’) service, the company maintains a contact center operation, which serves as a marketplace to match consumers, the company has sourced, to the needs of the company’s advertising clients. Through FSS, the company offers clients a high-value source of live call transfers and phone verified prospective customers for their businesses. Through this capability, the company provides a positive and high-quality consumer experience enabling the company to capture greater value from the leads the company initially sources.

Growth Strategy

The elements of the company’s strategy include increasing traffic quality to the company’s owned digital media properties; increasing monetization of the company’s traffic; developing and enhancing products that increase the quality of the company’s offering to consumers, advertisers and partners; and post-transaction ad solutions.

Sales and Marketing

The company generates new client sales primarily through the company’s in-house sales team. The company services established clients through the company’s in-house account directors and managers, who seek to optimize results for and expand the company’s business with these clients.

Acquisitions

On January 1, 2022, the company acquired a one-hundred percent (100%) interest in True North Loyalty, LLC. True North Loyalty, LLC is a subscription-based business that utilizes call center operations and other media channels to market recurring revenue services to consumers.

Regulatory Matters

The company has been involved in investigations with federal and state regulators over the company’s practices, including with the New York Attorney General (‘NYAG’), the Federal Trade Commission (‘FTC’), and the Pennsylvania Office of the Attorney General (‘PAAG’).

History

The company was founded in 2010. It was formerly known as Cogint, Inc. and changed its name to Fluent, Inc. in 2018.