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The Ad Industry Has High Hopes for Direct-to-Consumer Businesses

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Advertising has turned its attention to what it hopes will be the next new engine of growth for the industry: direct-to-consumer marketers

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Direct-to-consumer businesses, which offer everything from mattresses to toothbrushes to home workouts, start by cutting out middlemen such as physical retail distributors. And they relentlessly focus on measures such as the cost to acquire a new customer—while relying on advertising, usually on social media, as the main way to grow.

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