Why DTC Brands’ Reliance on Social Ads Is Unsustainable

First-party data should be the focus

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Direct-to-consumer (DTC) brands have spent huge amounts on social media ads this year to acquire customers and will assuredly continue this holiday season. Because ads on Facebook, Instagram, Amazon, Google and Snapchat are only getting more expensive, that customer growth strategy is—as Mary Meeker stated in her annual report—unsustainable.