You mean ‘gifting?’ I’m not sure, people used to say ‘gift-giving’ but apparently at some point the shortcut was made and caught on. With the internet, the rate of evolution of the English language will likely increase exponentially. If I were to guess the term ‘gifting’ probably cropped up in the 90s.
The author uses the verb form ‘gifting’ at the end of the article. In the headline, the word ‘gift’ is used as a noun.
Using gift as a verb goes back 400 years, but it has been uncommon for most of those centuries.