Digiday Daily

June 16, 2026

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Electronic Arts (EA) has spent years telling us it’s in the game. Now it wants brands in there too.

The games developer has built its own ad server into its Frostbite engine and is now staffing up the commercial layer to sell it. Job postings across its careers site show it is hiring for at least six roles spanning ad tech engineering data analytics, ad operations and product marketing.

TOP STORY

Gaming & Esports

Electronic Arts has built its own ad server in a renewed push for ad dollars

Electronic Arts has a plan to offset rising game costs: it’s called advertising.

OTHER THINGS TO KNOW

Join us in Miami, September 14-16 at the Digiday Publishing Summit to hear how media companies are building and adapting their business models to address and overcome current industry challenges.
According to a recent Digiday and Piano survey, the majority of publishers (84%) are currently using or actively piloting AI tools for ad sales or ad operations, including proposal generation and campaign management. Partner insights from Piano.
When AI operates in a unified system, business gains aren’t theoretical. After implementing a single operational layer — which didn’t involve a better creative tool or smarter bidder — one travel advertiser saw incremental bookings rise 34%. Partner insights from Clinch.

A MESSAGE FROM T-MOBILE

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Together with Blis and Vistar Media, we help brands make meaningful connections with millions of customers. Go beyond reach and drive results with ads that are more relevant, effective, and connected.

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MEDIA & PLATFORMS

Zero-click Future

WPP forecasts AI search ads to become fastest growing channel in advertising

Twin projections from holdco WPP and Madison & Wall, peg rising search spend amid a resilient ad economy, which is still expected to grow despite headwinds.

Strategizing for the Future

Ad Tech Briefing: The shifting tides behind Publicis and The Trade Desk's détente

Plus, the five key questions marketers have to ask about AI platform pitches.

PARTNER INSIGHTS FROM NEXXEN

ACR data is invaluable, but only if it lives within DSPs

TV has never been richer in signals, ranging from contextual intelligence to identity graphs, outcome measurement to overloaded dashboards. Despite this sophistication, too many TV strategies still break down at the moments that matter most.

PARTNER INSIGHTS FROM VIOOH

The programmatic DOOH market is becoming more curated and audience-driven

As the DOOH landscape has expanded, the supply game has become more diverse, but also harder to plan against.