Here’s another ID hookup: DSP MediaMath will incorporate Tru Optik’s Data Marketplace of connected TV and other device-based audience segments covering 80 million U.S. households.  The Tru Optik segments are based on behaviors, interests, and demographic data from multiple sources.  You may recall that Tru Optik was purchased by TransUnion last October.

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.