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Pivoting to Growth: Selling Advertising and Marketing in the Direct Brand Economy

Pivoting to Growth: Selling Advertising and Marketing in the Direct Brand Economy 2

In early 2018, IAB started an industry-wide conversation about the rise of the Direct Brand Economy, made up of hundreds of companies across multiple verticals that are innovating in the creation and distribution of their products, taking share from incumbent brands while contributing to the evolution of business models and marketing tactics. The challenges and opportunities that these direct-to-consumer companies have created is an ongoing subject of discussion with our members and the focus of this whitepaper.

Our goal is to examine these trends, challenges and opportunities and to highlight initial suggestions for media sellers to better serve these marketers and help grow their business. A few of those key suggestions and takeaways include:

  • Know the brand’s mission . . .

     

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