Call it a coincidence, if you like: As ever-more conversations between TV ad buyers and sellers begin to revolve around the Holy Grail of business outcomes — attribution — direct-to-consumer (DTC) brands such as Dollar Shave Club have been moving aggressively into TV advertising. DTC brands have added $1.4 billion to the TV ad pie in just the last year, according to the Video Advertising Bureau. In 2018, seventy DTC companies ran ads on TV for the first time.
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