This is what happens when uncertainty looms: prudence takes the spotlight.
| Amid delays, regulatory backlash and even its most ardent supporters turning sour, Google’s alternatives to third-party cookies are now murkier than a London fog. It’s no wonder some ad tech vendors are dialing down investments and playing the waiting game for a sunnier forecast. Additional coverage: Two years into its push into esports, Chipotle has become the unofficial official brand sponsor of the fighting game community. EBay has debuted new features for its ad platform including ways to create campaigns based on marketplace trends and search terms. Manchester City is looking to become a global sports brand, and it's using Fortnite as its secret weapon. Tomorrow, the football club will become the first Premier League team to launch its own experience inside the metaverse platform. Marketers are paying close attention to YouTube’s recent lurch to long-form. In the case of Revolut, a U.K. based challenger bank, that’s playing into its focus on creators that base themselves on the Google-owned platform. Our most-read story this week: Companies seem determined to make everything a retail media network. How did we get here? Other things to know about Digiday's Media Buying Summit is taking place October 15-17 in Palm Springs. Don't miss this opportunity to connect with leaders from Canvas, Dentsu, Monster Energy and more. Secure your passes by August 6 for the best rate. According to Blockboard CEO Matt Wasserlauf, the conversation around programmatic CTV is shifting to an outcomes-based direction. Sponsored by Blockboard. Advertisers are leveraging technology to analyze real-time data on media consumption and online behavior, ensuring their campaign messages are delivered to relevant, critical, persuadable voters. Sponsored by Seedtag. | | |
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howdy! | Gaming & Esports | | How Chipotle's fighting-game-focused esports strategy is paying off at Evo 2024 | | In 2024, Chipotle’s choice to court the relatively niche fighting game community appears to have paid off. According to a joint study by YouGov and the agency rEvolution, which helped develop Chipotle’s gaming strategy, U.S. esports fans between the ages of 18 and 44 reported a nearly 100% increase in their intent to purchase Chipotle following the brand’s esports campaign last year. | | |
howdy! howdy! | Gaming & Esports | | Manchester City uses Fortnite to expand its global audience | | As Manchester City rolls out its own Fortnite experience, it will have to contend with the fact that this brand new world does not come with a pre-existing user base. To address this problem, the company plans to leverage its network of players and talent to spread the word across their social feeds. | | |
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