IAB's Rothenberg: The direct-brand “revolution” threatens legacy marketers

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

Procter & Gamble is under attack.

The enemy? Some 42 upstart brands – identified by consulting firm CB Insights – that are tapping into the tools of digital commerce to target the world's largest advertiser across all of its categories.

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