Daily October 8

The latest brand looking for a way into the metaverse is none other than NASCAR. While execs are still working through exactly how that looks, it will include activations in both pre-existing metaverse platforms and custom-built virtual spaces. “Adaptable” and “flexible” were words they used to describe the situation. Read more below.

• NASCAR is looking to break into the metaverse with a NFT initiative, a partnership with the horse racing game Zed Run and a collaboration with the simulation platform iRacing.
• The new policy comes at the request of advertisers who say they don’t want their ads running next to that climate change denial content and publishers who say they don’t want their content running next to climate change denial ads.
• It’s the end of this work week, but there’s always another work week to brace for. Which means big time Sunday Scaries. And younger generations seem to have it the worst.
• Hearst builds a Youth + Wellness Group Airship to show advertisers potential opportunities for virtual, co-branded experiences that can reach young female gamers.
• Complex relied on its consumer research panel to decide whether an in-person festival was worth pursuing.
• Ashkan Soltani called email-based identity tech “more privacy-invasive than even cookies.” Now he’s heading the agency in charge of enforcing California’s privacy laws.
• Brands are waking up to the opportunities gaming and esports offer, but entering the space is a daunting proposition for many marketers. More in this Digiday+ Event Recap of our gaming advertising forum.