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Mastercard makes a play for payments in the metaverse

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digiday.com

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daily@mail.digiday.com

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Fri, Mar 17, 2023 10:13 AM

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Also: How TikTok helps sell big-ticket items Virtual commerce is one of the most promising aspects o

Also: How TikTok helps sell big-ticket items Virtual commerce is one of the most promising aspects of the metaverse for brands and creators. But at the moment, the infrastructure for it is relatively underdeveloped. March 17, 2023 [Mastercard charts a path to becoming the metaverse's default payment processor]( Through two recent partnerships, [Mastercard hopes to set itself up]( as the default payment processor of the metaverse. Additional coverage: - Increasingly, car dealerships and other brands selling big-ticket items [say they're finding success on TikTok]( given the app's new search functionality. - Slack [wants to reach its target audience]( of software decision makers and small business owners more efficiently. - Panera Bread is using… TikTok to [tout its bread bowls to Gen Z](. - ICYMI: Digiday published a limited, eight-piece series analyzing a fragmented social media landscape. To see the full series and participate in a “chat” about what we covered, [join Digiday here]( in our spin on an AOL chat room on the series. - Our most read story this week: It appears [Netflix is considering alternative options]( on how to run its advertising business with potential outcomes including in-housing its ad tech. Other things to know about - LiveIntent, Sharethrough and PMG are among this year's nominees for the 2023 Future Leader Awards. Check out the full list [here](. - [Download this guide]( to learn how marketers are using always-on email testing to create more engaging content. Sponsored by Mailchimp. - Brands: How are you determining your team’s budget for consumer-facing content on owned-and-operated channels? Has the need for this content grown in past years, leading you to outsource the creation? [Let us know in this survey]( and we’ll send you a $5 gift card. Sponsored by Foundry 360. Top Stories Ivy Liu [Gaming & Esports]( [Mastercard charts a path to becoming the metaverse's default payment processor]( Virtual commerce is one of the most promising aspects of the metaverse for brands and creators. But at the moment, the infrastructure for it is relatively underdeveloped. howdy! [Marketing on Platforms]( [As TikTok becomes a search engine, big ticket retailers, including car dealerships, reap the benefits]( Increasingly, local car dealerships and other brands selling big-ticket items say they’re finding success on TikTok given the app’s low barrier to entry, preference for authentic, organic content and new search functionality. [Sponsored by Piwik PRO]( [In the wake of the Universal Analytics sunset, marketers are suddenly flush with options]( With more than just Google’s cookie on the Alphabet giant’s chopping block, marketers must either migrate from UA to Google Analytics 4 or another analytics solution. Advertisement howdy! [Brands in Culture]( [Slack shifts brand marketing efforts from 'always on' paid media to tentpole events like SXSW and Dreamforce]( The workplace messaging app is aiming to reach its target audience of software decision makers and small business owners more efficiently. [Sponsored by Permutive]( [How publishers are leveraging first-party data to drive ad revenue]( As users increasingly opt out of data sharing, publishers such as PMC are utilizing first-party data to improve performance for advertisers and drive revenue. howdy! [Beyond Ads]( [Using TikTok creators as a marketing tool, Panera Bread tries to rise buzz with millennials, Gen Z]( In an effort to reach audiences and amplify its marketing efforts on social media platform TikTok, where many of these audiences spend most of their time, Panera Bread plans to engage and attract them with content creators. Advertisement [Sponsored by Experian Marketing Services]( [Why isolated networks are preventing retailers from activating first-party data]( Retail brands are increasingly recognizing the value of first-party data, but many don’t have an understanding of their customers beyond their RMNs. howdy! [Marketing on Platforms]( [Pinterest’s quiet battle for ad dollars is getting louder]( The platform hoped advertisers would see it as a safe place for their dollars. And there are some early signs that its persistence is starting to pay off. howdy! [Strategizing for the Future]( [Don't call it a comeback: How agencies are navigating economic recovery with their clients]( Recovering from economic downturns varies a lot depending on the type of media agency and its clients’ business. [All Latest Stories]( 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](

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