Data took center stage in the 2016 election cycle as questions and concerns about data-driven targeting became a focal point. With the abundance of data available today, political strategists need to know what information is best for reaching voters at scale. At Fluent, we believe that the most powerful insights are derived from the voters themselves. In today’s session, attendees will learn about how our unique data assets can help them not only target voters but also engage and mobilize them.

1. THE AGILE AUDIENCE ENGINE
Using Self-Declared Insights to
Drive Targeting Strategies
Marketing Politics • January 16, 2018

2. THE AGILE AUDIENCE ENGINE
Agenda
2
• Company Overview
• Fluent Platform
• Audience Insights
• Solutions

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What makes Fluent’s
data so powerful
• Self-declared, our data captures
intent and interest in real time
• 150mm+ verified consumer
profiles based on first party data
• 9 million monthly unique visitor
• 27 million monthly registrations
across our network
• Ranked #21 by comScore for
monthly unique visitors amongst
media properties with 14% reach
of total U.S. digital population
Registered 275,000
people to vote
Who is Fluent?
Powered over 8
million online petition
signatures for major
hot button issues
Generated over 7.5
million email sign ups
for National
Committees
Drove 6
million email sign ups
across five Presidential
campaigns
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4. THE AGILE AUDIENCE ENGINE
Fluent is a People-Based Marketing Platform
Founded on First Party Data and Rooted in Performance
THE AGILE ACQUISITION ENGINE
1st party data can be used to
deterministically target individuals
across all channels and devices
Cookies are used to serve
impressions to anonymous
people – or bots
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4

5. THE AGILE AUDIENCE ENGINE 5
Are you a
registered voter?
We Can (and Do) Find Out Anything and Everything – In Real Time
Do you
participate in
local politics?
Do you feel
confident in the
economy?
Are you happy with
the current
President?
Are you a registered
Republican?
Do you donate to
candidates that you
support?
Are you a registered
Democrat?
Did you vote in
the last election?
Are you a registered
independent?
Are you planning to vote in
the next election?
Is immigration an
Importation issue
to you?
Do you believe in
gun control?
Do you have
children in your
household?

6. THE AGILE AUDIENCE ENGINE
Fluent Platform
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Agile Acquisition Engine
Login
1st Party Data
Fuels our model
Proprietary Platform Audience Extension
Addressable
TV
Consumer Action
Customers only pay when users take specific
actions, driving accountability and better ROI
Conversion DataConversion Data

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Using Paid Media We Drive Audiences to Our Owned Media Properties

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Acquire Your Target Audience
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We collect self-declared consumer insights to create highly actionable
consumer profiles and custom audiences at scale

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Highly Targeted Ads are Served Based on Consumer Profiles
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• 37 years old
• New York, NY
• Democratic
affiliation
• Hillary Clinton
supporter
• Top Issue: Climate
Change
• Donates to
candidates
Jane Lewis
jane@gmail.com
- OR -

12. THE AGILE AUDIENCE ENGINE
Highly Targeted Ads are Served Based on Consumer Profiles
12
Jane Lewis
jane@gmail.com
• 37 years old
• New York, NY
• Republican
affiliation
• Donald Trump
Supporter
• Top issue: Tax
Reform
• Donates to
candidates

13. THE AGILE AUDIENCE ENGINE
Highly Targeted Ads are Served Based on Consumer Profiles
13
• 37 years old
• New York, NY
• Registered voter
• Independent
• Willing to sign a
petition supporting
broadband
investment
Jane Lewis
jane@gmail.com

14. THE AGILE AUDIENCE ENGINE
Drive Unregistered Voters to State Voter Registration Pages
Jane Lewis
jane@gmail.com
• 37 years old
• New York, NY
• Affiliated with
Democratic party
• Recently moved
• Not registered to vote
• Is looking to register
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15. THE AGILE AUDIENCE ENGINE 15
Fluent has the ability to re-engage its custom audiences across various media channels...
Targeting consumers with the highest propensity to convert
Fluent Utilizes a Multi-Touch Strategy to Drive Engagement and Conversions
Facebook SMS Native
Use highly targeted SMS ads
to mobilize your key
supporters and drive results
• 37 years old
• Registered Voter
• Republican
Jane Lewis
jane@gmail.com
Utilize Native to drive
consumers to take action
Increase conversion rates by
leveraging Fluent audiences
across Facebook
Email
Increase engagement via the
Email channel
Hi Jane, don’t
forget to tune in
for the Presidential
Debate tonight at
8pm ET on
CNN. Text STOP to
Opt-Out

16. THE AGILE AUDIENCE ENGINE
Audience Insights
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17. THE AGILE AUDIENCE ENGINE
Audience Insights: Party Affiliation
Survey question #1:
Which political party are you affiliated with?
Monthly Audience Reach
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Category:
Political Party
% of
Audience
Reach
Total - 27mm
Democrat 35% 9.5mm
Republican 26% 7mm
Independent 39% 10.5mm
35% of voters surveyed reported they belong
to the Democratic party. Independent voters
outnumbered Republicans. (39% vs. 26%)
35%
26%
39%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Democrat Republican Independent

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Yes No
27%
73%
Survey question #2:
Have you donated to political candidates or causes?
Monthly Audience Reach
There is an enormous opportunity to engage
voters and persuade them to donate.
Identifying those who already do, will help
drive efficiencies.
Category:
Political Party
% of
Audience
Reach
Total - 27mm
Yes 27% 7.3mm
No 73% 19.7mm
Audience Insights: Propensity to Donate

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Audience Insights: Top Issues Facing the US per Party Affiliation
Healthcare
reform
Gun violence Income
inequality
Terrorism Tax reform
Democrats Republicans Total
59% 57%
54% 53%
25%
37%
47%
21%
32%
45%
62%
50%
44%
49%
43%
Survey question #3:
What, in your opinion, are the top issues facing the US right now?

20. THE AGILE AUDIENCE ENGINE 20*Live insights captured from Fluent platform.
26%
20%
14%
11%
9%
9%
6%
5%
Patriots
Steelers
Saints
Falcons
Eagles
Vikings
Titans
Jaguars
Of the 2,119 responses, 551 think
the New England Patriots will win
the Superbowl.
Audience Insights: Super Bowl LII
Question: Who do you think will win the 2018 Superbowl?

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Solutions
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22. THE AGILE AUDIENCE ENGINE
Leverage Fluent’s Massive Database to
Activate Your Target Audience
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How it works: SMS
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Step 1
Leverage the massive Fluent database of
fully TCPA-consented and permission given
opt-ins to target your desired audience of
voters and supporters
Step 2
Based on your specified targeting
requirements, Fluent will create a
custom audience
Step 3
This verified, custom audience will
then receive highly targeted mobile
text ads promoting the desired
action in the message

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There are two formats of text messages available:
Stand Alone Conversational
1-800-555-1212

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How it works: PUSH
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Step 1
Leverage the massive Fluent
database of fully TCPA-
consented and permission given
opt-ins to target your desired
audience of voters and
supporters
Step 2
Based on your specified
targeting requirements,
Fluent will create a
custom audience
Step 4
When clicked, the notification opens a new
window with the content promoting the
desired action in the push. The notification
will be available for the user to view and
engage with for up to 2 days.
Step 3
This verified, custom audience
will then receive notifications
on either mobile or web,
depending on which platform
they used to subscribe

26. THE AGILE AUDIENCE ENGINE
Thank you
Jeff Pavelcsyk