Performance Marketing Firm Fluent Valued at $415 Million in Merger with BlueFocus Agencies
Here’s a more complicated deal: Chinese company BlueFocus Communications Group is contributing agencies owned by its subsidiary BlueFocus International to a new marketing services company that will also incorporate Fluent, a data-driven marketing company owned by Cogint. Separately, Cogint will spin off its other data and analytics operations into a new company expected to be called Red Violet. What’s interesting is the deal values Fluent at $415 million, illustrating the value of data-driven marketing businesses.