For many sports fans, their social media feeds are dominated with highlights, scores, and all the other news and drama when their favorite teams are in season.

But team social media managers still have to feed the content machine during the dreaded offseason.

“I want to make sure that the Liberty is at the forefront; that you’re not going to forget about us,” Charlie DeSadier, social media coordinator for the New York Liberty, told Marketing Brew. “We’re still going to give you that grade-A content that we’re going to give you in the regular season.”

Without consistent access to players and in-game action, that job gets a little harder, and many team social media managers have to contend with declines in engagement. Still, they’ve figured out ways to keep their teams’ pages populated, even without the action of the season.

Read more here.—AM

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A potential solution to tracking and measuring users on the open web is coming for the small screen.

ID5, an alternative ID tool that provides publishers and marketers with a way to track users without the use of cookies, is pitching itself to streamers, broadcasters, and CTV platforms, CEO Mathieu Roche told Marketing Brew. The company, Roche said, is holding conversations with device makers like Samsung, LG, and Roku, channel providers like DirecTV, and media giants like Warner Bros. Discovery and Paramount.

The move, which comes after the company raised $20 million in April, is ID5’s biggest push into the fragmented CTV ecosystem, and comes as interest in alternative IDs continues to grow.

ID5 is currently one of the largest on the open web, deployed across nearly 86,300 websites, according to the ad tech analytics platform Sincera. It touts integrations with ad-tech companies like Magnite and The Trade Desk, as well as with publishers like CNN, News Corp, and Discovery. ID5, which was founded in 2017, claims that its ID is present in almost half of all online ad transactions.

Roche said ID5’s scale and its current partnerships will help it make inroads in the streaming business.

“We know how to solve the problem on the web. We have a massive footprint,” he said. “The next kind of area where we want to innovate…is really TV, because TV is facing some of the same problems that the web has been facing.”

Continue reading here.—RB

Trade your sunburn for buffalo sauce—or maybe just some sprinkles. Ice-cream brand Häagen-Dazs will appear in next year’s Super Bowl for the first time, it announced this week.

The brand is the second to confirm its Super Bowl buy, following the shoe brand Skechers, which announced its media buy in May.

While it’ll be Häagen-Dazs’s first time in the big game, parent company Dreyer’s Grand Ice Cream ran a spot for its Drumstick brand in this year’s Super Bowl. The success of the Drumstick Super Bowl ad helped influence Häagen-Dazs’s move to get into the game, Rachel Jaiven, marketing director for Häagen-Dazs, told Marketing Brew.

Play ball: In recent years, Häagen-Dazs has doubled down on live sports, purchasing ads during NBA games, the NHL playoffs, the NFL Draft, and MLB games, Jaiven said.

“It’s must-watch TV these days, and that’s where we want to be,” she said.

Jaiven declined to say how much time the brand purchased, when specifically the ad will run during the game, or which Häagen-Dazs products might be highlighted. It will, however, run as a continuation of the brand’s long-running “That’s Dazs” campaign.

Read more here.—RB

It’s beginning to look a lot like—kidding, kidding. The holiday shopping season is still pretty far off. But with AI making strides in so many industries and spaces, what could it mean for BFCM? Will it change how brands engage with consumers? Wunderkind’s webinar will dive into the pertinent deets.

Save your seat.

Executive moves across the industry.

• Olaplex hired Katie Gohman, who previously led marketing at Marc Jacobs, as CMO.
• CreatorIQ, an influencer marketing software firm, tapped Chris Harrington, an alum of Adobe and Omniture, to serve as CEO.
• Weber Shandwick Collective announced that Susan Howe, the president of the agency, will become CEO when current CEO Gail Heimann retires in November.