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»DTC

Getting Into The Weeds With Jackie Guarini, The New CMO Of Mike Tyson’s Cannabis Startup

Jackie Guarini has a lot of experience marketing in regulated industries. She spent more than four years as a digital marketer at Anheuser-Busch, including as its head of commerce media. But her new gig is a little different. In May, Guarini was appointed as the CMO of Mike Tyson’s cannabis company, Tyson 2.0. Although cannabis… Continue reading »

by Allison Schiff // July 22nd, 2022 //
»
RoC Skincare’s Commerce Marketing Strategy Goes More Than Skin Deep

Startup ecommerce brands are struggling to get by without the Facebook advertising engine. Legacy brands are flummoxed by the ecommerce evolution. One company that’s hoping to split the difference is RoC Skincare, a brand that spun out of Johnson & Johnson and was acquired by the private equity firm Gryphon in 2018. RoC was first… Continue reading »

by James Hercher // July 15th, 2022 //
»
Nike Touts Its DTC And Data-Hungry Wholesale Deals In Upbeat Q2 Earnings

Two years ago, shortly after the start of the coronavirus pandemic, Nike doubled down on what it referred to as its “Consumer Direct Offense,” now more prudently called “Consumer Direct Acceleration.” Nike wasn’t simply weathering a storm, but taking COVID-19’s worldwide shakeup of consumer buying habits as an opportunity to rethink its business “by expanding… Continue reading »

by James Hercher // June 29th, 2022 //
»
With Group Nine Deal Closed, Vox Media Integrates Its Performance Marketing Solution

In order to gain access to performance advertising budgets (and prove out the power of publisher first-party data), Vox Media is relaunching Group Nine’s G9 Direct performance marketing solution under the new name VM Connect. The relaunch is also a milestone in Vox Media’s integration of Group Nine’s digital properties and tech stack following its… Continue reading »

by Anthony Vargas // June 1st, 2022 //
»
What’s The Deal With Big Tech’s Courtroom Antics? Plus Plus Max Equals … Something

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Courting Disaster A California district court judge has scathingly reprimanded Google’s legal team. Google requested to withhold 6,232 of 6,322 documents in a privacy suit brought by Chrome users.  Google “cavalierly” claimed the review was justified but had no justification to support its claim,… Continue reading »

by AdExchanger // March 16th, 2022 //
»
Roku’s Cash Crop Is Its Streaming System

Roku has streaming to thank for its Q4 growth in 2021 – but there are clouds on the horizon. Net revenue grew 33% year-over-year in the fourth quarter to $865 million, roughly 80% of which ($703 million) came from ad sales. Roku ended 2021 with more than 60 million active accounts, and total streaming hours were… Continue reading »

by Alyssa Boyle // February 18th, 2022 //
»
Without Equivalized Metrics Across TV, CTV And OTT, Publishers Are Flying Blind

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Data ImpacX CEO Joan FitzGerald.  Netflix’s recent announcement that it will report top programs using a minutes-based metric is welcome news. The update will be game-changing for publishers and studios that require apples-to-apples comparisons for… Continue reading »

by AdExchanger Guest Columnist // February 7th, 2022 //
»
IAB Report Charts The Rise Of Ecommerce Brands Fed By CTV And Retail Media

The twentieth century saw very little disruption for category-leading brands. Del Monte fruit, Nabisco biscuits, Gold Medal flour, Sherwin-Williams paint, Gillette razors, Lipton tea, Ivory soap – across practically every consumer business, America’s top brands in 1923 were the same category leaders 60 years later. But nearly one century on, those rankings are starting to… Continue reading »

by James Hercher // November 8th, 2021 //
»
The Big Story: The DTC POV On Identity Loss

The direct-to-consumer cookware company Made In noticed its social media dashboards went a bit screwy after Apple tightened its privacy controls this year. Luckily, Made In uses all of its own dashboards – which didn’t go haywire – and tracks identity changes closely, CEO Chip Malt shares as special guest on this week’s The Big… Continue reading »

by Sarah Sluis // November 4th, 2021 //
»
Performance CTV Provides A One-Stop Shop For DTC Brands

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Dan Fairclough, Sr. Director, Agency and Brand Relations, Magnite. In my many years working with DTC brands, I saw firsthand how companies hustled to grow their brand visibility from the ground up using search and… Continue reading »

by AdExchanger Guest Columnist // September 23rd, 2021 //
»
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