Intent Data

What is intent data?

Intent data is information that signals a consumer's likelihood to take a specific action — purchase a product, sign up for a service, or engage with a category. It is derived from behavioral signals such as search queries, content consumption, product page visits, and transaction history. Intent data helps advertisers reach consumers at moments when they are actively researching or ready to buy, rather than targeting based on demographics alone.

Transaction-based intent data in commerce media

The most powerful form of intent data in commerce media is transaction-based intent — the signal generated by an actual purchase, booking, or sign-up. Unlike inferred intent signals derived from browsing behavior, transaction-based intent is definitive: the consumer has already made a decision. This is why post-transaction advertising produces higher conversion rates than intent-targeted pre-purchase advertising.

In the Fluent context

Fluent's commerce media platform is powered by real-time transaction signals — the highest-quality intent data available. Rather than inferring intent from browsing patterns, Fluent activates the intent signal at the moment it is created: when the consumer completes a purchase.