Milwaukee e-commerce companies Bright Cellars and Wantable Inc. were included on the Interactive Advertising Bureau’s most recent 250 Direct Brands to Watch list, which identifies the “most important disruptor consumer brands” in the U.S.

The annual report, which is broken down into 10 categories like wellness and fashion, includes major recognizable brands, such as Halo Top, Stitch Fix, Glossier and Postmates.

“We are in the midst of a seismic change in business practices, enabled by the growth of digital media and driven by a new generation of digitally native entrepreneurs,” said IAB’s CEO Randall Rothenberg in a statement. “Collectively, the IAB 250 are models of the best practices and trends that are overturning and revolutionizing consumer markets in the U.S.”

Though the majority of the companies on the list hail from New York or California, IAB says nearly 100 of the brands come from a broad range of other states. Read the full story here.