The ad-tech industry has now had a day to digest Google's statement about ad targeting in a world without third-party cookies. We spoke with many of the biggest players in indie ad tech and the reactions are dizzying:

• The Trade Desk's CEO says Google is turning its back on the ad-funded web.
• Magnite's CTO is curious about whether Google is loading the deck in its favor.
• Permutive's CEO's reaction: "It is going to be oh, so messy.” 
• Ebiquity's chief product officer says ad tech is stuck in the first three stages of grieving: denial, anger and bargaining.

More reaction: Adweek's Ronan Shields and Lucinda Southern sift through the wreckage of Google's privacy bomb to determine what's next.

Opinion: Kubient CEO Paul Roberts writes that the walled gardens' walls will grow higher, leading to these three changes.

For unlimited industry-leading coverage of the third-party cookie reckoning, check out our latest subscription offers.

There's no shortage of insights coming out of Chipotle's and e.l.f.'s marketing. They've both dominated TikTok: Chipotle with a number of popular viral trends and e.l.f. created arguably the most successful TikTok campaign in the history of the app at the time. Last year, as the pandemic took shape, e.l.f. sold out a collaboration with Chipotle within minutes. Now, they're reunited...and it looks so good.

The strategy: Adweek has an inside look into what the two brands are up to in this latest collab.

Mel Magazine knows newsletters are the hottest nightclub in Publisher City and thus wants to slap a metaphorical cover charge on readers seeking a a great read in their inbox. To put it more simply: it's launching three paid newsletters to diverse its revenue streams. The publisher aims to covert 10,000 of its 4 million monthly readers into paying newsletter subscribers in the first six months.

Here's how Mel Magazine is planning to do it.

All throughout February, Adweek, with the help of Brown & Browner agency founder Derek Walker, has been featuring Black creatives and their work (see the full series here). Yesterday, we turned the tables on Walker to discuss one of his most powerful works to date:

Hear Walker's story behind the ad here.

Streaming service Topic wants to expand your bingeing horizons.

Executives from NBCUniversal, Ad Council, and SAP discuss Ad Council’s National COVID-19 Vaccine education efforts and the shift of brands working more collaboratively. Tune in.

The agricultural cooperative is pushing into the energy space.

The media giant’s LocalIQ marketing solution reaches over 100,000 SMBs in all 50 states.

Extreme social media use is here to stay, as some categories saw remarkable change.

He joins after a short stint at Facebook.

The appointment marks the independent agency's first DEI leadership role.

Tidal's Jay-Z will join Square's board.