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MAY 8, 2026 |
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In this edition: |
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TOP STORY |
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Direct-to-consumer (D2C) commerce surged during the pandemic, promising brands greater control, richer data, and stronger margins. Five years later, that promise is being tested. While legacy brands have integrated D2C into diversified distribution strategies, many digitally native vertical brands (DNVBs) face stalled growth, rising acquisition costs, and persistent profitability challenges. |
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As ecommerce growth normalizes, D2C’s role is shifting, from growth engine to strategic channel. This FAQ examines how the D2C model has evolved and what brands must do to make it profitable in 2026. |
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IN THE NEWS |
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DoorDash, Uber post strong Q1 delivery gains. Demand for restaurant delivery shows no signs of cooling. DoorDash said orders increased 27% YoY in Q1 2026, while monthly active users reached an all-time high. |
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Aggressive marketing spending fuels Coach’s 29% sales gain. Tapestry boosted marketing spending by roughly 50% YoY in FYQ3—with the Coach brand alone approaching $1 billion annually—as the company shifts more budget toward top-of-funnel brand building. |
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Restaurants brace for softer traffic as war heightens uncertainty. The war in Iran is making a difficult environment for restaurants even tougher as rising fuel and other costs reduce consumers’ appetite for eating out. |
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EMARKETER SUMMIT |
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Every question facing ad buyers in 2026 gets worked on May 14 at City Winery NYC. |
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The latest Spring advertising forecasts? ✅ |
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AI perspectives with Bayer, Mondelez, and Seer Interactive? ✅ |
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CTV’s after the Upfronts with Hershey, Haleon, and M+C Saatchi Performance? ✅ |
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Commerce media trends with Newell Brands, Horizon Commerce, and Chobani? ✅ |
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Fireside chats with NBCUniversal’s Mark Marshall and Digitas’ Liane Nadeau? ✅ |
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Seats are going fast. Qualified brands attend free. Agencies discounted. |
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ANALYSIS |
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Meta and YouTube's recent legal woes have opened the floor for a slew of parallel claims, a rare loss for Big Tech that leaves the future of these platforms in question. |
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Last month, a Los Angeles jury found Meta and YouTube negligent for failing to warn young users about the mental health damage from their platforms. The companies were instructed to pay $6 million in total damages, and have indicated they will appeal. |
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QUIZ |
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Some 85% of consumers pay at least some attention to the ingredients in which of the following products? |
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A) Beauty and grooming B) Cleaning supplies C) Protein bars D) Pet food |
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