'You want to be the brand': As games become a driver of fandom and media consumption, individual creators wield the most influence

It’s more important than ever for brands and marketers to understand why and how people play the games they do. December 30, 2021 Predictions versus realities: Digiday [takes a look back]( at 2021. Other things to know about - Standardized data-driven linear buying at scale is providing the functionality [needed to make planning, transacting and measuring campaigns on linear TV a scalable reality](. Sponsored by Xandr. - Download this new guide to learn how marketers at major brands are keeping ads relevant and measurements [accurate even as privacy tools and regulations evolve](. Sponsored by Google. - From Digiday's sister brand, Glossy: The speed at which fashion and beauty brands [bring new products to market has become a critical factor of success](. Sponsored by Scalefast. Top Stories Ivy Liu [Gaming & Esports]( ['You want to be the brand': As games become a driver of fandom and media consumption, individual creators wield the most influence]( It’s more important than ever for brands and marketers to understand why and how people play the games they do. howdy! [Coronavirus Fallout]( [Here's how 2021 went for publishers in five charts]( Publishers entered 2021 hopeful that they’d be able to get back to something normal-seeming by the end of the year —It didn’t quite turn out that way, [Sponsored by Pubmatic]( [Brands and agencies are tapping into mid-size CTV and OTT buys]( Download this new guide to learn how mid-sized CTV and OTT partners enable buyers to take advantage of the fragmented media landscape. Advertisement howdy! [Gaming & Esports]( ['Brands follow where people are': An oral history of the evolution of in-game advertising]( As the gaming community has expanded in size, so too has the potential for brands to reach gamers directly via their entertainment medium of choice. In accordance with this influx of brand interest, in-game advertising companies have proliferated. [Sponsored by Xandr]( [Linear TV is transforming as data-driven buying hits its stride]( Standardized data-driven linear buying at scale is providing the functionality needed to make planning, transacting and measuring campaigns on linear TV a scalable reality. howdy! [Strategizing for the Future]( [Opportunity waits for publishers and marketers as cookie apocalypse looms: Digiday's top trends for 2022]( Digiday’s editorial team discusses trends they’re keeping an eye on in 2022. Advertisement [Sponsored by Dashlane]( [Why the data privacy conversation is so important right now]( CRMs often include several other partners, so identifying how — and when — each will interact with the company’s data is crucial. howdy! [Marketing on Platforms]( ['A future-proofed way to reach people': Why Hydrow rowing company is rethinking its media mix with OOH and video]( To keep up with changing shopper habits, Hydrow fitness brand looks to full-funnel marketing strategies. howdy! [Brands in Culture]( ['Didn't want to launch a traditional experiential activation': How Bombay Sapphire tweaked its approach to experiential marketing this holiday season]( Since the on-set of the pandemic, marketers have had to adapt their approach to experiential marketing and find new ways to give consumers a memorable experience without gathering indoors. [All Latest Stories]( [Strategizing for the Future]( [Opportunity waits for publishers and marketers as cookie apocalypse looms: Digiday’s top trends for 2022]( Digiday's editorial team discusses trends they're keeping an eye on in 2022. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](