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Paramount Global finally agreed to merge with Skydance Media, but it’s not out of the woods yet. Plus, is YouTube really worth $455 billion?

Pharma brands struggle with targeting and measurement because patient data is highly regulated. On Wednesday, Blockgraph announced a new partnership with health care data company Datavant to help improve TV measurement for pharma brands without creeping out consumers.

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Many of the factors that contribute to opacity in the supply chain – low-quality MFA placements, frequency caps run amok, messed-up measurement and brand safety problems – are the result of human error.

It is time to evolve beyond the addiction to addressable targeting and deterministic attribution, driven not by fear and doubt but by a commitment to rediscover how the empirically proven fundamentals of marketing effectiveness can be applied to the digital media era.

Ad tech faces a GDPR compliance paradox. Plus, TikTok will make it harder to target teenagers and plans to give users more control.

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.

It’s time for advertisers to get more nuanced with their approach to brand safety, says Mia Libby, The Wall Street Journal’s SVP of enterprise. It’s okay to be cautious, but excluding all news from programmatic media plans isn’t the answer.

Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden.

Electronic Arts is done slow-rolling into advertising. Plus, Sensodyne is experimenting with “content credentials” for its digital ads.