Why is this happening? Because the new direct-to-consumer business model is based on the concept that its entire supply chain is increasingly available “as a service.” Every aspect can be rented/leased. The result? Greater brand agility, more innovation by publishers, and more engaging, personalized consumer experiences—online and off—with “emerging tech” elevating the digital shopping experiences. In fact, digital data output will triple from 2019 – 2025, powering demand for and availability of personalized services, products, content, and marketing.