Hi there,

Thanks for reading on the penultimate day of the first week of September when developments in the sector took a distinctly back-to-school feel.

This week we all witnessed the implosion of the proposed merger of Outbrain and Taboola. A year ago, they began efforts to merge in a bid to rival the biggest names in online advertising. 

Although, what promised to be a match made in heaven a year ago, turned out to be a hellacious year colored by regulatory scrutiny across the globe.

It would've made a formidable pairing—Outbrain and Taboola: two content recommendation companies that (combined) would include more than 2,000 employees in 23 global offices and generate a projected $2 billion in annual revenue.

Alas, the deal was called off after regulatory bodies took a bit longer than was expected with their reviews (though the Department of Justice gave the OK), it was still being looked at by the U.K.’s  Competition and Markets Authority (CMA) and the Israel Competition Authority.

Adweek spoke with several sources, including how there was an attempt to renegotiate payments down from $250 million to something closer to $100 million. Read our take here.

What else we're covering:

• Snap and Dentsu ink innovation partnership
• Facebook will limit its ad load from February 
• Amazon Advertising, Facebook and Google join brand safety pledge

Fun Fact: Pizza Hut made a 22.3-month calendar.

Need a break? Consider what the "$18 nachos" candle smells like.

Please consider sending any news tips to sara.jerde@adweek.com. Thanks for reading; see you here tomorrow!

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Agency clients will have access to high-value opportunities on Snapchat.

Don't miss the fully reimagined Brandweek summit, September 14-18, featuring five days of incredible Main Stage sessions, in-depth Masterclasses, exciting virtual experiences, including virtual workouts led by professional athletes, and so much more.

A shortlist of who you could see: 2020 Brand Visionary honoree, Ryan Reynolds, Dwyane Wade, Sadira Furlow of Frito-Lay, Brad Hiranaga of General Mills, Janey Whiteside of Walmart, Carla Hassan of Citi, Antonio Lucio of Facebook, Ronalee Zarate-Bayani of the LA Rams, Fernando Machado of Restaurant Brands International, Gail Tifford of WW, Steven Tristan Young of Poshmark and so many more.

Register now—Brandweek kicks off on Monday. 

According to TAG, 112 companies are already certified under the program, including Amazon Advertising, Google, Facebook, GroupM and Walmart. 

It's a fast, albeit limited, option for getting select grocery and household items.

The aim is to help brands lower costs by running more efficient campaigns.

Head Adam Mosseri put plans in motion in June.

Former marketing head Andy Donkin will move into new role.

Stadium-themed scents by Babe Wine and Ryan Porter bring the stadium experience home.