How about a trio of Connected TV stories? App marketing platform AppLovin is spending $430 million to buy streaming TV distribution vendor Wurl, which will expand AppLovin’s footprint beyond apps. The Atedra media buying platform has integrated its inventory with Datonics’ audience data, which includes search, intent, life-stage, behavioral, and other information. And, advertising analytics vendor Kantar has partnered with live TV streaming platform fuboTV to measure the impact of fuboTV campaigns on brand metrics.

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.