Fluent (NASDAQ:FLNT – Get Free Report) and WPP (NYSE:WPP – Get Free Report) are both business services companies, but which is the better stock? We will compare the two companies based on the strength of their profitability, valuation, analyst recommendations, earnings, institutional ownership, risk and dividends.
Risk and Volatility
Fluent has a beta of 2.39, meaning that its share price is 139% more volatile than the S&P 500. Comparatively, WPP has a beta of 1.36, meaning that its share price is 36% more volatile than the S&P 500.
Profitability
This table compares Fluent and WPP’s net margins, return on equity and return on assets.
| Net Margins | Return on Equity | Return on Assets | |
| Fluent | -28.56% | 0.60% | 0.31% |
| WPP | N/A | N/A | N/A |
Institutional and Insider Ownership
Analyst Ratings
This is a summary of current ratings and target prices for Fluent and WPP, as reported by MarketBeat.
| Sell Ratings | Hold Ratings | Buy Ratings | Strong Buy Ratings | Rating Score | |
| Fluent | 0 | 1 | 0 | 0 | 2.00 |
| WPP | 0 | 3 | 2 | 0 | 2.40 |
Fluent currently has a consensus price target of $4.00, indicating a potential upside of 781.06%. WPP has a consensus price target of $29.50, indicating a potential downside of 34.03%. Given Fluent’s higher probable upside, research analysts plainly believe Fluent is more favorable than WPP.
Valuation & Earnings
This table compares Fluent and WPP’s gross revenue, earnings per share (EPS) and valuation.
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| Fluent | $361.13 million | 0.10 | -$123.33 million | ($1.17) | -0.39 |
| WPP | $17.85 billion | 0.54 | $844.43 million | N/A | N/A |
WPP has higher revenue and earnings than Fluent.
About Fluent
Fluent, Inc. provides data-driven digital marketing services primarily in the United States. The company operates through Fluent and All Other segments. It offers customer acquisition services by operating digital marketing campaigns, through which the company connects its advertiser clients with consumers. The company also delivers data and performance-based marketing executions to various consumer brands, direct marketers, and agencies across a range of industries, including financial products and services, media and entertainment, health and wellness, retail and consumer, and staffing and recruitment. Fluent, Inc. was founded in 2010 and is headquartered in New York, New York.
About WPP
WPP plc, a creative transformation company, provides communications, experience, commerce, and technology services in North America, the United Kingdom, Western Continental Europe, the Asia Pacific, Latin America, Africa, the Middle East, and Central and Eastern Europe. The company operates through three segments: Global Integrated Agencies, Public Relations, and Specialist Agencies. It offers advertising, marketing, brand strategies, and campaigns across all media; and provides media planning and buying services. It also provides media investment; data and technology, and content services. The company also offers public relations and specialist agency services. WPP plc was founded in 1985 and is based in London, the United Kingdom.
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