There are myriad reasons behind any business failure. But the failure of so many DTC brands raises the uncomfortable question: Were we wrong about the value of first-party data?
Advertising and product pricing are opposite sides of the same coin, which begs the question: To reach a new customer, are you better off spending another dollar on advertising or dropping your price by $1?
Programmatic retail media is stuck in a holding pattern until there are OpenRTB standards – the protocols for automated online advertising – that address sponsored listings.
DTC brand operators and other ecommerce marketers are attracted to expertise coming from someone who can show how they made it work for themselves “with skin in the game,” says Barry Hott, a marketing consultant and new head of growth for the DTC candy brand Rotten.
