Arthur Querou

As customer acquisition costs climb and digital channels become increasingly saturated, many direct-to-consumer (DTC) brands are hitting a growth ceiling. They're asking themselves, "What comes next?" Yet many still treat TV as something to “graduate” to — an expensive and exclusive awareness channel that’s been reserved for the biggest brands with even bigger budgets. Performance…

For decades, marketers have operated under a kind of mass delusion: we’ve clung to vanity metrics — e.g., impressions, clicks, and platform-reported conversions — not because they told the whole story, but because they were easy to measure and convenient to believe. These metrics, lobbied by major tech platforms, gave us a reassuring sense of…