IAB: How big brands can survive (and learn from) the direct-brand revolution

As direct-to-consumer brands start to make an impression in multiple industries, legacy businesses have begun to rapidly develop their own capabilities in the digital space.

The simple evidence of how seriously America’s biggest marketers are taking direct brands is to be found in a simple list of acquisitions in the last two years.

PetSmart, for instance, has run away with Chewy’s dog bone; Albertsons grocery stores gobbled up meal service Plated; and Procter & Gamble is smelling fresher and more natural after its $100-million acquisition of Native deodorant.

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