Fluent, Inc., a leading data-driven performance marketing company, announced that it has joined the ANA Council for Data Integrity and IAB’s Data Transparency Standards Group.

Brian Hogan, President of Fluent Health, has joined these organizations leading the charge on data transparency on Fluent’s behalf.  With Fluent’s unique first-party data asset, Hogan will bring Fluent’s thought leadership to these organizations with the goal of providing transparency for brands and advertisers.

“Providing more transparency to marketers and advertisers while protecting consumer data is essential for the maturity of the industry.  Fluent is in a great position to lead this charge, as data transparency is an integral part of our business, especially in the programmatic landscape.  We look forward to working with our colleagues and partners to provide thought leadership on this important issue,” said Brian Hogan, President of Fluent Health.

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The focus of the ANA Council for Data Integrity is on transparency and consumer data.  Consumers demand relevant experiences and for marketers to meet and exceed those expectations they must use data-and use it well. Knowing the customer and their preferences and motivations is the most critical capability to delivering seamless, personalized experiences that generate relevance and value for the consumer while delivering brand affinity and results for the marketer. Properly recognizing the customer allows brands to create seamless cross-channel relationships based on trust.  Additional council members include Acxiom, 1-800 Flowers.com, Experian, LiveRamp, United States Postal Service, Neustar, MediaMath, MetLife, and Oracle.

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“We are excited to have an industry leader like Fluent as part of our Council for Data Integrity.  Marketers and agencies need a clear and standard understanding of the source and composition of data they are using. Transparency enables greater relevance and value to the consumer, with elevated integrity and responsibility,” said Tom Benton, Group Executive Vice President, Data Marketing & Analytics Division, ANA. “With the acquisition of DMA by ANA, membership diversity, including marketing service and data providers like Fluent, enables this association to bring to market quickly data transparency standards that marketers, agencies and data companies all view as valuable and practical.”

The IAB Data Benchmarks & Data Transparency Standards Group intends to originate and build technical standards – in support of buyers, sellers, and vendors – aimed at making data “quality” consistently understandable, transparent, and comparable across vendors. Quality in this sense is defined as data that accurately assigns demographic, geographic, or behavioral attributes to an identified user.  Additional group members include CBS Interactive, Criteo, Dentsu Aegis, Foursquare, Oath, Pandora, Publicis Media and The Trade Desk.

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