Keywords such as "New retail", "Cashless", "OMO": Online Merges with Offline and "DTC": Direct to Consumer have attracted attention. By utilizing platforms which are far beyond the scope of EC/ SNS, marketing that no one has ever imagined is becoming possible Referring to the latest examples in China, will discuss optimization of online and offline marketing investments while mixing the perspectives of advertisers and platformers Please let us know if this is a new entry or a replacement.