Good morning. The trouble with Twitter’s bots isn’t as dire for advertisers as Elon Musk has suggested; traditional TV was almost a side note at the networks’ upfront presentations to ad buyers; and a bipartisan bill in the Senate would force Google to break up its online-ad business.

Elon Musk has been pressuring Twitter over fake accounts on its platform, asking how advertisers can know what they’re getting with so many bots around.  “This is fundamental to the financial health of Twitter,” Mr. Musk said in a tweet.

But Mr. Musk’s expressed alarm is not matched by advertisers, Ann-Marie Alcántara reports.

The question of how to properly measure and justify ad spending on social media is neither new nor particular to Twitter, said Abe Blackburn, director of technical solutions at Social Element, a marketing agency. “It concerns every platform, and I’ve personally never seen a client restrain spend due to potential bot misuse.”

Marketers that rely too heavily on the number of ad impressions as a measure of success could wind up wasting money on fake users, said Mx. Blackburn, who uses the gender-neutral honorific. But that is a question of strategy, they suggested.

“Advertisers should be looking to deepen engagement with humans rather than spread the reach of their message,” Mx. Blackburn said.

Related: Twitter is adding more content guardrails, this time to slow what it considers misinformation around crises including armed conflicts, a potential flashpoint with Mr. Musk. [WSJ]

Where Mr. Musk’s Twitter deal could go from here, in flowchart form. [WSJ]

TV networks spent very little time on their once-vital scheduling strategies during their upfront presentations this year, Megan Graham reports—and a fair amount of time hazing Netflix ahead of its anticipated, grudging entry into selling ads.

Here’s Jimmy Kimmel at the Disney pitch to ad buyers, for example: “After those smug bastards choked the life out of us for years, it feels really good to see them stoop to selling advertising.”

And Fox Sports CEO Eric Shanks to advertisers: “Without you, we would just be Netflix.”

Of course, ad buyers had a different take as they imagined a possible Netflix upfront next year.

“It’s gotten competitive, but this is great, because it just means there will be more innovation, which is better for consumers and brands,” said Sara Adler, head of TV at Within, a New York-based marketing agency.

More: Here’s a round-up of on-stage digs at rivals made during upfront week. [Adweek]

Why the TV business isn’t ready to abandon its reliance on Nielsen measurement. [Digiday]

A bipartisan group of senators introduced legislation that would take aim at conflicts of interest in the advertising technology industry, Keach Hagey writes. 

The Competition and Transparency in Digital Advertising Act would prohibit companies processing more than $20 billion in digital ad transactions annually from participating in more than one part of the digital advertising ecosystem.

That would directly impact Google, which is the dominant player at every link in the chain that connects buyers and sellers of online advertising.

Google operates tools that help companies sell and purchase ads, as well as the auction houses, or exchanges, where transactions happen in split seconds.

Under the legislation, Google wouldn’t be able to stay in all those businesses.

“Top Gun: Maverick” will get a longer theatrical run than the 45-day window that Paramount has set for most of its movie releases. [WSJ]

Video of the mass shooting in Buffalo can still be found on Facebook, sometimes near ads. [NYT]

Ulta Beauty became the latest retailer to create an ad network designed to take advantage of its data on customers. [WWD]

Beauty marketers are trying to take advantage of TikTok trends with neon, pastel and shimmery colors. [Business of Fashion]

The Bored Ape dating app that failed because “too many bros” signed up was just a joke. [BuzzFeed News]