DTC founders' secrets: What all advertisers can learn from TV's latest force

I hope all direct-to-consumer (DTC) company founders forgive me for violating the first rule of telling secrets because I’m not "telling one person at a time." While better understood now, the DTC founders’ first secret was that they caught their more established advertiser and agency brethren counting the wrong thing: TV’s eyeballs. ​While I’ve always listened intently to advertisers, I’m hearing something different from the founders of DTC companies. My comp