DTC and Digitally Native Brands Find Bright Spots in Linear TV

Digitally native brands--diversifying away from performance platforms like Meta and Google--are finding success in a decisively analog, famously brand-building medium: linear television. Five-year-old direct-to-consumer diaper brand Coterie started investing in linear television in fall 2022, said Ankur Goyal, vice president of growth at the company. The channel boasts a cost per acquisition that is competitive...