How direct-to-consumer brands succeed – And why it’s not too late for incumbents

Matt Collins

Advanced TV offers marketers an easy first step toward accountability and growth in the US.

Chances are not many people will recall who won the MLB World Series in 2010, let alone what major milestones U.S. tech companies reached that year. But looking back, mixed into the year's headlines about the San Francisco Giants beating the Texas Rangers are stories of a confluence of maturing technologies that, collectively, enabled what is likely to be the most significant change to the consumer economy anyone will have witnessed in their lifetime.

In 2010, Amazon and others were refining cloud computing to significantly lower the cost of complex data storage and processing. Google and Facebook were perfecting algorithms...

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