In this guide, we will explore what happens when brands begin to behave more like traditional publishers, with a particular focus on marketers in two types of retail brands:

• Established brands that have evolved into omnichannel retailers.
• Newer Direct-to-Consumer (D2C) pure plays, such as The Dollar Shave Club, Bonobos or Casper, which often start out as digital only, but are increasing shifting into the physical world