Partnership with leading all-in-one barbershop management and booking platform represents broader expansion into high-intent transactional environments including services, travel, hospitality
Fluent, Inc. (NASDAQ: FLNT), a leading provider of commerce media solutions, today announced a partnership with Squire, the leading all-in-one barbershop management and booking platform. This partnership builds on Fluent’s continued momentum outside of traditional retail environments, extending its relevance-first monetization model into appointment-based platforms where high-intent consumer engagement drives measurable performance.
Squire powers booking, payments, marketing, and business management tools for thousands of barbershops nationwide, facilitating millions of appointments each year. As a platform centered on recurring service transactions, Squire represents a differentiated commerce media environment activating confirmed booking moments that occur well beyond the ecommerce checkout. By applying a disciplined, experimentation-led framework across its growing partner network, Fluent enables platforms to maximize monetization while preserving brand integrity and user experience.
This partnership unlocks expanded placement opportunities across the Squire platform while reinforcing customer loyalty and long-term platform value — ensuring that monetization enhances, rather than disrupts, the booking experience. Building on its existing monetization strategy, Squire is partnering with Fluent to enhance revenue yield from post-booking engagement. By combining Fluent’s large-scale experimentation capabilities and transparent bidding marketplace with Squire’s highly engaged and differentiated audience, the collaboration will deliver timely, contextually aligned offers following appointment confirmations.
Central to this partnership is Squire’s use of Fluent’s Data Clean Room, built in partnership with Databricks, which enables the secure combination of Squire’s rich first-party customer data with Fluent’s proprietary identity graph and AI engine. Unlike session-based targeting that captures only a single moment in time, this integration draws on the full consumer relationship — layering purchase history, behavioral signals, and audience intelligence to deliver offers that are meaningfully relevant to each individual. The result is a smarter, more durable monetization model that compounds in value as the customer relationship deepens over time.
“Our focus has been on expanding commerce media into environments where intent is explicit and recurring,” said PJ Triboletti, SVP, Revenue at Fluent. “Appointment-based platforms like Squire represent a powerful next frontier of our Commerce Media business with deeply engaged audiences, and moments where relevance truly matters. This partnership strengthens our push beyond retail and into service-driven ecosystems.”
“As we continue to scale the Squire platform, it’s critical that any monetization strategy aligns with the premium experience we deliver to barbers and their clients,” said Dave Salvant, President and Co-founder at Squire. “Fluent’s approach allows us to expand post-booking engagement in a thoughtful, performance-driven way — creating incremental revenue opportunities while maintaining trust with our community.”
As commerce media continues to mature, appointment- and booking-based platforms like Squire demonstrate how Commerce Media Solutions can extend across the real-world economy connecting advertisers with consumers at meaningful moments of confirmed intent.
