As well as expected themes, such as diversity and purpose the two major digital advertising platforms, Google and Facebook, came under scrutiny from the industry, and direct-to-consumer brands said they want to advertise on a range of platforms.
While Facebook and Google are part of a new alliance to create standards for what's considered appropriate content online, set up by the World Federation of Advertisers, other media and content platforms like Conde Nast, Snap andDirect-to-consumer brands, those that sell online and bypass traditional retailers, are looking for alternative ways to reach people through advertising.
There is "probably or potentially a limit on how much we should spend on some of those digital channels," he told CNBC. "We want to be able to tell our story on other channels in just as efficient of a way.
He is pushing the company toward more traditional media such as radio and TV, because "that's where all the trust is built," and is investing in long-form articles and videos providing information about how the product works. Candid has also put a "ton" of money into TV advertising and has run billboards in major U.S. cities, Ghosal said.
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