LinkedIn quietly launched a pilot program last month called LinkedIn Premium News, which gives LinkedIn Premium members greater access to content published by sites that use Piano’s paywall technology, according to sources at two publications familiar with the company’s pitch. The program began with less than a dozen publishers and is still expanding. Read more below.

• LinkedIn’s pilot program is designed to drive subscriber revenue for both participating publishers as well as LinkedIn.
• Brands like AB InBev, Nike, Adidas, Puma, Red Bull, PepsiCo, Manchester City, KFC have set up — or are setting up — specialist teams or roles for esports and gaming.
• Digiday caught up with T1 CEO Joe Marsh to learn about the philosophy and strategy behind the organization’s brand partnerships.
• The FTC's chief technologist aims to shift away from reliance on legalistic remedies to stop data abuses and wants technologists who understand ad tech and algorithms to help.
• The Digiday+ Future of TV Briefing this week recaps the top trends from this year's TV advertising upfront negotiations and what they portend for the next year.
• As many firms shrink their space, they are reinvesting in their tech infrastructure, in particular services that facilitate hybrid work and wellness.
• To get in front of its new Gen Z audience, Hotwire is turning toward online video, with an emphasis on TikTok.