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# Discord’s ad chief: treat gaming as behavior, not a vertical
- URL: https://www.medianexis.com/discords-ad-chief-treat-gaming-as-behavior-not-a-vertical/
- Published: 2026-10-06T20:10:19.000Z
- Updated: 2026-10-06T20:10:19.000Z
- Description: Next in Media’s Mike Shields talks with Discord Global VP of Advertising Adam Bauer, who argues marketers should target gaming as an active consumer habit and details the platform’s self-service Ads Manager and real-time PlayQuest+ reward tools built for opt-in, Gen Z-friendly campaigns.
- Author: The Signals Desk
- Tags: Ad-tech, Mike Shields, VideoWeek: reaching gamers via CTV

**Why it matters.** Brands that adopt rewarded, opt-in formats gain access to Gen Z attention that forced pre-roll ads on other platforms now lose.

*Signal from* [*Next in Media (podcast)*](https://mikeshields.substack.com/) *·* [*Mike Shields*](https://www.medianexis.com/tag/by-mike-shields/) *·* [*read the original*](https://next-in-media.simplecast.com/episodes/discords-global-vp-explains-the-future-of-ads-yxvwmlz3?ref=medianexis.com)*.*