One billion dollars is pocket change at Facebook, which just pledged that amount to content creators in an eye-catching headline.  But the reality is less impressive: the money is spread across two years and among several convoluted Facebook and Instagram programs.  TikTok, Snapchat, and YouTube already have similar programs involving hundreds of millions of dollars, so if Facebook hopes to buy its way to dominance, they’ll have to try harder.

The build vs buy debate isn’t over.  More than half of companies are either entirely (16%) or partly (38.5%) building their own “customer/marketing data platform”, according to this survey of UK and EU CMOs by Martech Alliance for Treasure Data.  Fewer were stitching together best-of-breed vendor solutions (32.5%) and just 10.5% were relying on a single vendor’s integrated marketing suite.  Perhaps related: just 20% have fully connected customer profiles and 48% say their company fails to meet customer expectations for a unified experience.

Google lashed out at the Department of Justice’s threat to break up the company, calling the proposals “radical.” Among other things, Google says the proposals would threaten users’ privacy, stifle innovation and break Android and Chrome. Given the appeals process, it will likely be years before we know whether Google will stay in one piece.