Anticipation is growing among media buyers and advertisers as they await the details of Netflix’s plans to incorporate advertising into its streaming platform starting this fourth quarter. A good amount of Netflix’s content is widely regarded as high quality that could fetch strong ad rates in a market that’s looking softer by the day. We probe what could happen.

Additional coverage:

• Being an ad tech CEO is a tough gig in normal times, let alone a period of upheaval. Digiday caught up with PubMatic’s CEO Rajeev Goel to talk about his outlook for the remainder of the year, disintermediation, ad tech in a post-privacy world and more.
• This week’s Digiday+ Future of TV Briefing looks at how last year's upfront negotiations and the past year's scatter market have created the conditions for the power balance in this year's upfront negotiations to be more even than in the past two years.
• As the talent wars loom and agencies looking to retain staff, performance marketing agency Tinuiti is offering more days off — 70, to be exact. Chief people officer Jeff Batuhan talks about keeping staff energized, work-life balance and Tinuiti’s future of work.
• The esports tournament and infrastructure platform eFuse has acquired the media outlet Esports.GG, with plans to roll the website and its social media channels into eFuse’s pre-existing editorial operation. Read more about the strategy.