Comscore’s top priority remains the race to become the new measurement standard for the next generation of TV ads. But it’s also pushing to protect its positions in measurement and planning as third-party cookies disappear. The company plans to announce a number of partnerships today that are designed to allow advertisers to match first-party data to contextual audience segments. Read more below.

• Comscore is hoping a series of data partnerships will help accelerate a pivot to contextual targeting, as ad buyers prepare for the end of third-party cookies.
• Letters companies have received from the state's attorney general ask them for details about cookie tracking for ads and analytics.
• Yahoo wants to get fanatics for sports, finance and lifestyle all actively spending within its owned and operated portfolio of media brands.
• The typical global fervor for the Olympics is lacking this year, making it less of a marketing must than in years previous. More in this week's Digiday+ Marketing Briefing.
• Earlier this month, Netflix doubled down on its commitment to gaming by hiring Mike Verdu to head up its game-development department.
• Digiday’s CMO Summit on July 19-20 covered some of the big issues facing marketers in this pivotal year, including the new timeline for the phase-out of third-party cookies.
• The Financial Times, with investment from owner Nikkei, is opening new bureaus in the U.S. to cover American companies that are players on a global scale, for U.S. readers.
• Stagwell Group's merger with MDC Partners will close next week, and the new company expects major organic growth.