Surprising Insights from the IAB 250 Brands To Watch

When we released the first IAB 250 Direct Brands To Watch list at our Annual Leadership Meeting last year, it was to help identify and understand the key players driving the direct brand economy. Assembling the list showed all of us how much disruption had already happened. It also showed exactly what it meant to move from high-barrier, capital-intensive indirect brands to low-barrier, capital­ flexible direct brands. Understanding the ways in which these disruptor brands circumvent and reinvent supply chain tactics has now become a priority for savvy brands and the companies who partner and support them.

This year, we added rigor to the methodology of . . .