The New York Times isn’t shy about castigating Meta for its central role in the creeptastic-sounding surveillance economy. But NYT is following the Facebook playbook of acquiring cool, ad-free properties, giving them a few months to acclimate, then plugging them full of ads.
Just this week, the Times rolled out advertising on The Athletic , the sports publisher it acquired earlier this year. And now Wordle, the daily word game that the NYT bought right around the time it snapped up The Athletic, is introducing ads, too, Ad Age reports.
Wordle ads will consist of standard display and video units as well as sponsored Wordles, which are essentially daily bonus puzzles with brand-related keywords that remain separate so as not to disturb the purity of the daily Wordle. The luggage brand Rimowa is up first.
Wordle had already been somewhat corporatized, since the one-time free game was pulled behind The Times paywall following the acquisition.