BY ADAGE, CAMPAIGN US

As TV networks expand capabilities to target audiences beyond traditional age and gender demographics and deliver data showing if commercials drove specific business results, it's opening up an opportunity for DTC brands that have relied on Google and Facebook for these types of data and results.

As these DTC brands look to grow and "transcend the feed," they are turning to TV to build scale and awareness, says Laura Correnti, partner at Giant Spoon.