Hi there,

Happy Thursday! One more day to the week.

As you well know at this point, Google is expected to phase out third party cookies from its Chrome browser by 2022.

So what does that mean? A scramble to nail data measurement. Media organizations have touted new first party data sets to advertisers, including new marketing efforts to do so at places like Vox Media and The New York Times.

But, as the industry evolves its reliance on third party cookies, it leaves out smaller operations that might not be able to react as well as the big guys. According to a LiveIntent survey of 200 senior marketers and publishers at small- to-midsize companies, 39% of respondents have no plan in place to get ready for cookie-less advertising, according to a report from my colleague Andrew Blustein. Read his full story here.

What else we're covering:

• Why walled gardens are among the ‘largest obstacles’ to finding consistent online measurement.
• Mindshare fires global CEO Nick Emery.
• TikTok forges new brand safety partnership.

Stat of the Day: Clorox sales jumped 32% in the first quarter of 2020.

Need a break? Close your eyes for a spell and breathe.

Send news tips to [email protected]. If I don't hear from you there, thanks for reading all the same. See you here tomorrow.

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The CEO of its parent company, GroupM, said 'inappropriate and offensive behavior' is not tolerated.

Advertisers will be able to verify and filter content and categories appearing next to their ads.

According to the company's internal research, 92% never return to cable.

Data from 80 million homes will bring digital-like targeting to television.

YouTube has already removed over 200,000 videos citing misleading Covid-19 vaccine info.

The social network cleaned up icons, navigation, language.