The IAB’s playbook for driving success in the direct-brand revolution

Direct brands are disrupting almost every consumer-facing category – and also transforming the marketing playbook.

The playbook for direct brands, according to the Interactive Advertising Bureau (IAB), begins with cost-per acquisition (CAC) and ends with the lifetime value (LTV) of customers.

“Direct brands have replaced the purchase funnel of old with a new purchase funnel,” reports Randall Rothenberg, CEO of the IAB, with the more agile model supplanting “the long-term process that brings consumers from brand awareness

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