IDI Acquires Fluent

IDI, an information solutions provider, will acquire New York-based Fluent, a provider of  digital marketing and customer acquisition solutions, for $100 million cash and 15 million shares of common stock.

The acquisition is expected to accelerate IDI's strategy to apply its data fusion technology to not only the risk management industry, but also as an advanced data analytics platform, empowering advertisers to significantly enhance customer targeting and profiling.

"We've consistently outlined our roadmap of addressing three complementary markets with our proprietary technology; risk management, marketing, and custom analytics. As we advance our development of core solutions for the risk management industry, we believe the timing is right to accelerate our growth plan into the consumer marketing industry," said Michael Brauser, executive chairman of IDI, in a statement.

"We believe that combining IDI's data fusion technology and experience with Fluent's proven execution and leadership within the people-based marketing space will accelerate our growth, provide opportunities previously unavailable to each separately, and significantly increase value for our shareholders," added Derek Dubner, co-CEO of IDI, in a statement.

Fluent serves more than 500 companies and direct marketers. Leveraging a massive reservoir of proprietary audience data, as well as millions of real-time survey interactions with consumers every day, Fluent helps advertisers target and acquire new customers, with precision, at a massive scale.

In addition to real-time targeting and delivery of consumers to advertisers, Fluent has amassed significant owned data assets consisting of more than 100 million comprehensive profiles of U.S. consumers. Unique to Fluent, these assets include billions of self-reported consumer preferences and interests.

"We consider this to be a landmark moment for our company," said Ryan Schulke, CEO of Fluent, in a statement. "Fluent has emerged as one of the marketing industry's most trusted partners to brands who are looking to drive scale and performance from their digital advertising spending. The ability to further bolster our solutions and first party data with the big data analytics and experience of IDI will create a truly differentiated company that drives exceptional value and ROI for brands."

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