{"id":2361,"date":"2022-02-08T01:50:33","date_gmt":"2022-02-08T06:50:33","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/02\/08\/what-nfts-mean-for-the-global-ad-industry\/"},"modified":"2022-02-08T01:50:33","modified_gmt":"2022-02-08T06:50:33","slug":"what-nfts-mean-for-the-global-ad-industry","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/","title":{"rendered":"What NFTs Mean For the Global Ad Industry"},"content":{"rendered":"\n

By Bartek Sibiga, Co-founder of Fancy Bears Metaverse<\/a> and Fanadise<\/a><\/em><\/p>\n\n\n\n\n\n

Unless you\u2019ve been under a rock for the last year, you can\u2019t have missed the explosion of NFTs<\/a> into public consciousness. An NFT is effectively a digital record of ownership for an asset \u2014 usually something like an artwork or collectible. They\u2019re no longer the preserve of technological mavericks and crypto-kids; even established institutions like the British Museum<\/a> and Belvedere Gallery<\/a> in Vienna are getting in on the action. The world\u2019s biggest brands are also exploring NFTs and the emergent metaverse, with the likes of Adidas investing heavily into Web3 \u2014 the next phase of the internet.<\/p>\n\n\n\n\n\n\n\n

Perhaps the best-known examples of NFTs are PFP (Profile Picture) NFTs. These unique image files are linked to the blockchain with a description of all their features logged on popular platforms such as Opensea, confirming the rarity of each particular NFT and thus its value on the secondary market.<\/p>\n\n\n\n\n\n\n\n

The PFP craze accelerated rapidly in 2021, centering on projects such as Crypto Punks<\/a> or Bored Ape Yacht Club<\/a> (BAYC), many of which originally gave away NFT avatars for nominal amounts or even free. If you were one of the savvy (or lucky!) early adopters, many of those NFTs are worth tens if not hundreds of thousands of dollars on the secondary market.<\/p>\n\n\n\n\n\n\n\n

As cool as the artwork is, the value for holders doesn\u2019t really lie in the image itself, but in the access to that community and the status bestowed by having that avatar as a personal profile picture. It\u2019s no wonder that Twitter has recently officially introduced NFTs<\/a> as a method of profile customization \u2014 even verifying the authenticity of the PFP avatars and allowing other Twitter users to do so too, making them the ultimate flex.<\/p>\n\n\n\n\n

So What Does All This Mean For Advertisers?<\/strong><\/h2>\n

As with any new channel to potential customers, there are great opportunities for bold advertisers to engage in the metaverse. With PFP projects, advertisers can engage ready-made communities all at once.<\/p>\n\n\n\n\n\n

The bulk of PFP NFT owners are tech savvy, have disposable income and share interests with others in the community such as art, music or real estate. And, as they tend to be mass released, PFP projects instantly create passionate communities numbering in the thousands.<\/p>\n\n\n\n\n\n

\"chimp
Credit: Adidas Originals<\/figcaption><\/figure>\n\n

However, brands dropping the same old campaigns into the metaverse is a surefire way to alienate these communities. Brand marketers need to get creative.<\/p>\n\n\n\n\n\n\n\n

Let\u2019s look at Adidas Originals, which last year purchased a Bored Ape. Yep, instead of marching in and buying up the entire community (which in economic terms it very well could have, Adidas bought a single, verifiably unique image: Bored Ape #8774 to be exact.<\/p>\n\n\n\n\n\n\n\n

Using the commercial rights that come with a Bored Ape, Adidas created a character<\/a> it calls Indigo Herz and partnered with some of the most respected communities in the NFT space to release its own collection, which insta-sold for around $23 million.<\/p>\n\n\n\n\n\n\n\n

Those NFTs will act as an entry token to virtual spaces created by Adidas as well as to claim real-world merch.<\/p>\n\n\n\n\n\n\n\n

So key to success here is to feed the beast with culturally relevant incentives such as merchandise, memorabilia, exclusive events, giveaways and access to celebrities and influencers.<\/p>\n\n\n\n\n\n\n\n

Further incentives to be and remain an active part of a community of shared values and create FOMO in those who aren\u2019t. And yes, the potential of PFPs to rise substantially in value certainly doesn\u2019t hurt either. In essence, advertising has to feel like a positive extension of the experience or it won\u2019t work. Dropping the equivalent of an intrusive skyscraper ad into a metaverse party just won\u2019t cut it.<\/p>\n\n\n\n\n

PFPs as Social Glue and Cult IP<\/strong><\/h2>\n

As one of the original BAYC holders and now the co-founder of my own PFP community, Fancy Bears<\/a>,\u00a0 I can attest to the intrinsic value of membership outweighing everything else.<\/p>\n\n\n\n\n\n

The metaverse is fast becoming a core of my and many other PFP holders\u2019 social lives and this is what makes it such a valuable space for advertising as well as a fun place to hang out. This space is increasingly tangible as platforms such as Sandbox, Somnium Space and Decentraland make virtual real estate a reality.<\/p>\n\n\n\n\n\n\n\n

Across the metaverse, spaces and communities are often fiercely sceptical of advertisers. Brands need to adapt to their advertising and communications strategies to operate in meaningful ways in virtual worlds.<\/p>\n\n\n\n\n\n\n\n

Those that have done best in this new frontier have built bespoke executions designed to whet the appetite of metaverse pioneers \u2014 from designer handbags to interactive gameplay. And, while big hitters (or those with Web 3.0 sized cojones) might consider developing their own PFP communities from the outset and attempting to create loyalty, adding value to established projects may well be the safer and more effective option.<\/p>\n\n\n\n\n\n\n\n

With the wealth of licensing opportunities to nurture a rich ecosystem around PFPs such as tv series, songs and comic books, I\u2019d go as far as to say that the best PFP projects will become cult IP in their own right.<\/p>\n\n\n\n\n\n\n\n

For Gen Z, at least, Star Wars vs Star Trek, Harry Potter vs Lord of the Rings, the Beatles vs the Stones and even Logan Paul vs KSI could take a backseat to Bored Apes vs Fancy Bears.<\/p>\n\n\n\n\n\n\n\n

For advertisers, this means it\u2019s time to rewrite the playbook.<\/p>\n","protected":false},"excerpt":{"rendered":"

Across the metaverse, spaces and communities are often fiercely sceptical of advertisers. Brands need to adapt to their advertising and communications strategies to operate in meaningful ways in virtual worlds.<\/p>\n","protected":false},"author":7,"featured_media":2362,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-2361","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"\nWhat NFTs Mean For the Global Ad Industry | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What NFTs Mean For the Global Ad Industry\" \/>\n<meta property=\"og:description\" content=\"Across the metaverse, spaces and communities are often fiercely sceptical of advertisers. Brands need to adapt to their advertising and communications strategies to operate in meaningful ways in virtual worlds.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-08T06:50:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/169NFTsInAds.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"What NFTs Mean For the Global Ad Industry\",\"datePublished\":\"2022-02-08T06:50:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/\"},\"wordCount\":905,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/02\\\/169NFTsInAds.jpg\",\"keywords\":[\"Tech\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/\",\"name\":\"What NFTs Mean For the Global Ad Industry | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/02\\\/169NFTsInAds.jpg\",\"datePublished\":\"2022-02-08T06:50:33+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/02\\\/169NFTsInAds.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/02\\\/169NFTsInAds.jpg\",\"width\":1600,\"height\":900,\"caption\":\"NFT advertising\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/what-nfts-mean-for-the-global-ad-industry\\\/2361\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"What NFTs Mean For the Global Ad Industry\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"What NFTs Mean For the Global Ad Industry | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/","og_locale":"en_US","og_type":"article","og_title":"What NFTs Mean For the Global Ad Industry","og_description":"Across the metaverse, spaces and communities are often fiercely sceptical of advertisers. Brands need to adapt to their advertising and communications strategies to operate in meaningful ways in virtual worlds.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/","og_site_name":"AW360","article_published_time":"2022-02-08T06:50:33+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/169NFTsInAds.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"What NFTs Mean For the Global Ad Industry","datePublished":"2022-02-08T06:50:33+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/"},"wordCount":905,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/169NFTsInAds.jpg","keywords":["Tech"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/","name":"What NFTs Mean For the Global Ad Industry | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/169NFTsInAds.jpg","datePublished":"2022-02-08T06:50:33+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/169NFTsInAds.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/169NFTsInAds.jpg","width":1600,"height":900,"caption":"NFT advertising"},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/what-nfts-mean-for-the-global-ad-industry\/2361\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"What NFTs Mean For the Global Ad Industry"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/2361","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=2361"}],"version-history":[{"count":3,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/2361\/revisions"}],"predecessor-version":[{"id":14799,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/2361\/revisions\/14799"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/2362"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=2361"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=2361"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=2361"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=2361"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}