CAC: Customer Acquisition Chaos - by Rex Woodbury

For a number of years, media and commerce operated in a mutualistic manner. For a time, sites like Amazon, Target, and Walmart needed product demand and digital publishers would provide that demand for a percentage of each sale made. It was a win / win. Media could monetize its traffic in new ways and brands could advertise without upfront costs.

(1/14)After observing $250M+ in ad spend on @facebook, I’ve noticed that DTC brands that scale very quickly have a few things in common: - High margins & high AOV - Business model is focused on retention - Cross-border activation is simple - Product is a consumable & impulse buy