Fluent, a commerce media company, entered a new partnership with Backpack Media, an education media network and subsidiary of Sallie. Under the terms of the arrangement, Fluent will provide Backpack with strategic digital advertising support.
Fluent leverages AI, exclusive ad inventory, first-party data and privacy-first infrastructure to unlock additional revenue streams for brands. Backpack connects brands to students and parents actively searching for colleges, scholarships and resources for the financial planning process. Fluent’s commerce media solutions will integrate into Sallie’s digital ecosystem, allowing it to spearhead commerce media monetization across Backpack’s digital properties.
“Backpack Media is building something genuinely differentiated as a media network with deep, trusted relationships across the student lifecycle and the first-party data to prove it. What makes this partnership especially compelling is that Fluent already powers commercialization across the college ecosystem working with campus commerce destinations like Barnes & Noble College, MBS Books and Jostens that students transact with every day,” Tim Lukens, Fluent’s president of commerce media solutions, said in a statement. “The advertiser demand we’ve built around that audience travels with us to Backpack Media, providing stronger fill, better yields and a faster path to performance from day one.”
