How Commerce Publishers Cozy Up To Direct-To-Consumer Brands
As direct-to-consumer brands from Brooklinen to Curology try to wean themselves off of Facebook ads, commerce-focused publishers are trying to help fill the marketing gap. This spring, the science publisher Inverse began pitching DTC brands sponsored posts about their products. The posts, marked as advertisements, would run on Inverse’s site and in its newsletter, and link to the brands’ sites. When the posts drove sales for products, Inverse has forged deals to get a cut of the sales.