Fluent Commerce Media Pivot: A Path to High Double-Digit Growth

Fluent, a customer acquisition company, is shifting its focus to commerce media, a fast-growing segment of digital advertising. CEO Don Patrick described Fluent's post-checkout ad unit and highlighted three advantages of commerce media: precise targeting using first-party data, fewer privacy-related headwinds, and potential to improve the shopper experience. Fluent's business model is structured as revenue share arrangements with contracts lasting two to five years, contributing to a "sticky" relationship. The company expects high double-digit growth.