Temu’s ad blitz exposes DTC turmoil: decoding the turbulent terrain

Seems like DTC (direct-to-consumer) has a new villain: Temu.

For better or worse, this Chinese-owned online marketplace has been getting a lot of heat from the DTC crowd lately.

Marketers there are pointing fingers at Temu, attributing the sharp surge in advertising costs across Meta’s ad platforms to its ad dollars. There’s been a lot of chatter on X, LinkedIn discussions and even some heated conversations on WhatsApp over the past week as these marketers worry about what they see as predatory growth.

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