Fluent Makes Health-Interest Data Available for Targeting

In the US, people-based insights platform Fluent has launched a product called Audience Now, making its self-declared health-related first party data available for programmatic targeting through Acxiom's LiveRamp division.

Fluent engages a million consumers in daily conversations across its networking sites, learning who they are, what they want, and what they are looking to purchase. This is then used to match opted-in customers with relevant offers from its partners. The company now has a database of 'self-declared insights' from more than 150 million opted-in US consumers.

Fluent will make these data segments available for reaching consumers through LiveRamp's IdentityLink Data Store, which makes use of first- and third-party data to give users a cross-media view of consumers and allows personalised communications targeted for each stage in a consumer journey.

The launch follows the formation of health marketing division Fluent Health, led by Brian Hogan (pictured) who comments: 'As programmatic has become more established, pharma and healthcare advertisers are more comfortable to embrace this channel, which presents a huge opportunity for Fluent and its unique first-party, self-declared dataset as there is increasing demand for verified, declared data, particularly in health marketing. Our expertise in engaging opted-in consumers at scale will be an advantage for our clients'.

Web site: www.fluentco.com .