In today’s newsletter: Brands risk having their organic sales counted as paid conversion conversions on multiple platforms; Facebook’s Project Ghostbusters spied on Snap, YouTube and Amazon; and DTC brands bow out of brick-and-mortar.
Walmart uses its “growth algorithm” – adding high-margin advertising and its third-party marketplace businesses as it simultaneously invests in low-margin businesses (namely, groceries and ecommerce fulfillment). Macy’s is pursuing its Polaris plan, an overhaul built around its new customer lifetime value measurements. The mall-based fashion brand EXPRESS has an EXPRESSway Forward plan. Across categories and shopping channels, US retailers have reshaped their businesses.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Disrupting Who? Warby Parker and Allbirds, two DTC standouts, filed their pre-IPO S-1s last week. It was a reminder of the challenges facing digitally native vertical brands (DNVBs). Each company had its best sales year in 2020, with strong growth rates and retail businesses. […]
Red Antler, the agency known for creating brands such as Casper, Allbirds and Brandless, launched a performance agency on Thursday called Good Moose. Good Moose debuts with a team of 12 and performance marketing capabilities across search, social, programmatic and ecommerce. Daniel Romano, Red Antler’s head of performance marketing, will lead the agency as CEO. […]
