Why Tim Armstrong Invested in Iris Nova to Launch His DTC Company

The former Oath CEO explained his new venture at Brandweek: Challenger Brands

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Before former Oath CEO Tim Armstrong officially launched his new venture, the dtx company, he showed off his first investment—an unmanned store for healthy beverages that relies on text message payments—to a fellow investor, the investor was left bewilderingly asking, “This is your first investment?”

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