For brands new and old, the concept of owning the end-to-end relationship with consumers is an illusion. You can own the relationship with customers once they give you their email—and you give them a cookie- but you still have to pay for the introduction.

And Facebook owns the introduction.

At the recent Brand Innovators Summit in San Francisco, Jen Tank, the head of creative and brand at Brandless, described Facebook as “the storefront for DTC brands.”