CDP Optimove has continued to expand its integrated delivery capabilities by buying mobile messaging platform Kumulos.  The deal adds push notifications, in-app and web messages and geofencing.  Optimove added email delivery with its PowerInBox acquisition in 2018.

Beleaguered media measurement giant Nielsen Holdings has agreed to be bought by a private equity consortium, in a deal valued at $16 billion.  Nielsen had previously rejected a $9 billion offer from some of the same investors.  Nielsen has been a public company since 2011.

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.