Call it a coincidence, if you like: As ever-more conversations between TV ad buyers and sellers begin to revolve around the Holy Grail of business outcomes — attribution — direct-to-consumer (DTC) brands such as Dollar Shave Club have been moving aggressively into TV advertising.

A spree of direct-to-consumer (DTC) brands, including Hubble, Bonobos and Rothy’s, have started running TV commercials. And aside from adding demand to the scatter market, those DTC companies are bringing digital-first measurement standards to the new (ahem, old) media channel

Direct to consumer (DTC) is a way for advertisers to target their audience, meaning a lot of digital advertising. At first glance when digital was on the rise this had enormous success, but the market has since become saturated and it is hard to break through. TV has the ability to track like digital and is more effective. Click here to learn more!