The New York Times looks to gaming vertical to grow subscriptions

The Times’ use of games as a subscriber funnel is part of a renewed focus on gaming sparked by the company’s acquisition of Wordle in January. September 29, 2022 The New York Times looks to gaming vertical to grow subscriptions The Times is [leveraging its gaming vertical to drive subscriptions and create new opportunities]( for brand partnerships and ad inventory. The publisher's use of games as a subscriber funnel is part of a renewed focus on gaming sparked by the company's acquisition of Wordle in January. Additional coverage: - TikTok [released a report]( that showed the short-form video app has removed tens of millions of fake or underage accounts, millions of ads and more than 100 million videos for violating TikTok’s policies. - Digiday surveyed brand and agency professionals to find out how their marketing spend lines up with their confidence that Google drives success as a marketing channel. [More from Digiday+ Research.]( - Most buy-side media executives plan to increase their programmatic spending, but start-up costs and uncertainties around privacy requirements mean many brands are [moderating their earlier in-housing ambitions](. - Publishers and sportsbooks are looking for new payout models beyond the standard cost-per-acquisition structure, which is priced on average between $200-500 per new customer. [More in this Digiday+ Media Briefing.]( - As a cookieless world creeps closer, more brands (and their media agencies) are focused on generating as much first-party data as they can — so long as it’s privacy-compliant. Tech company FullThrottle Technologies [has quietly been selling a solution]( to agencies and publishers. - A company that makes charging stations for electric vehicles, Volta, is [aiming to attract current drivers]( to electric vehicles with its educational ad spots through its social media channels, website and OOH network. Other things to know about - We want to hear from you. [Take this quick five-minute survey]( to help Digiday learn how to make our products even better and you'll be entered to win one of five $25 Amazon gift cards. - [Download this new guide]( to learn how marketers are adapting to changing social media audiences and leveraging social shopping. Sponsored by Inmar Intelligence. - Some behavior shifts identified among gamers, such as moving away from prime-time viewing behavior and fragmented attention, [hint at future media trends for audiences of all kinds](. Sponsored by Activision Blizzard Media. Top Stories Ivy Liu [Gaming & Esports]( [The New York Times looks to gaming vertical to grow subscriptions]( The Times’ use of games as a subscriber funnel is part of a renewed focus on gaming sparked by the company’s acquisition of Wordle in January. howdy! [Marketing on TikTok]( [TikTok claims to clean up its feeds as it increases the removal of fake accounts, ads and pre-teen users]( Tens of millions of fake or underage accounts, millions of ads and more than 100 million videos were removed in Q2 for violating TikTok’s policies. [Sponsored by Outbrain]( [How competing KPIs impact reader experience]( Publishers manage multiple business objectives, but manual systems create an overwhelming reader experience that lacks personalization. Advertisement howdy! [Digiday+]( [Digiday+ Research: Brands and agencies agree they are confident in Google, but differ on ad spend]( Digiday surveyed 90 brand and agency professionals in the third quarter to find out how their marketing spend lines up with their confidence that Google drives success as a marketing channel. [Sponsored by StackAdapt]( [Report: The marketer’s guide to in-game advertising]( Download this guide to learn how to reach in-game audiences with programmatic advertising technologies and tactics. howdy! [The Programmatic Marketer]( [Skills shortages and legal uncertainty curtail marketers' in-house ambitions for programmatic]( IAB Europe survey reveals a significant in-housing slowdown with only 16% of marketers employing it as a model for programmatic trading. Advertisement [Sponsored by Unruly]( [How brands engage new audiences with programmatic CTV and OTT]( As programmatic technology evolves, CTV and OTT increasingly offer brands and advertisers refined targeting and delivery similar to linear ad buys. howdy! [Content & Commerce]( [Media Briefing: The pros, cons of three pricing models for publisher, sportbook content deals]( Publishers and sportsbooks are looking for new payout models beyond the standard cost-per-acquisition structure, which is priced on average between $200-500 per new customer. howdy! [Life Beyond the Cookie]( [Tech firm touts new way to generate first-party data for agencies, publishers without privacy-compliance issues]( FullThrottle’s Audience Flume product has been in market for more than a year, but is just being formally rolled out. The company is still awaiting a formal patent. [All Latest Stories]( [Content & Commerce]( [Why Hearst is building a commerce marketplace]( Publisher commerce marketplaces aren't always successful, but Hearst's Sheel Shah hopes his company's new marketplace will capitalize on the natural evolution of its readers' online shopping habits. You received this email because you’re a member of the Digiday community. 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