Daily November 22

Companies of all shapes and sizes are queuing up to hire what are quickly becoming the most in-demand roles in media and advertising: those designed to work in the metaverse. But there are snake-oil salesmen to avoid. Read more below.

• Metaverse troubleshooting has gone the way of the snake-oil salesman. It’s the sort of thing that happens at the outset of every big trend — most recently, it was the GDPR across the European Union in 2017.
• With their measurement playbooks in flux, more advertisers are looking at whether publishers can provide measurable performance with campaigns normally focused on awareness.
• Working with Amplified Intelligence, Omnicom Media Group is working codify attention metrics behaviorally as well as relative impact by platform. More in this week’s Digiday+ Media Buying Briefing.
• Creators are able to sell multi-tiered subscription packages through Tastemade as well as tickets to virtual and in-person events, with 85% to 90% of revenue going to the creator.
• The future of work is still in flux as agencies experiment with new ways to retain both talent and company culture. For TBWA\NEBOKO, the answer lies in in-person collaboration.
• Pop-Up Magazine is back on tour and is trying to turn attendees into members.