As headlines go, “Nativo Buys SimpleReach” doesn’t quite measure up to “Headless Body in Topless Bar”. But Nativo sells content advertising and SimpleReach measures content impact, so it’s a modestly interesting sign of the growing role played by measurement.

TV advertising is a vastly larger market than out-of-home. It’s also getting an upgrade, in the form of increasing ability to address ads to individuals. More than half (54%) of US households now have an addressable TV, according to this report from the Video Advertising Bureau. They estimate spend will reach $3.3 billion by 2020.

Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation.  The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.