Hi there, Lucinda Southern, Adweek media editor, here. Hope you’re managing to keep it together through this wild and woolly week.

In ad-tech news, you’ll be aware the ad industry is falling over itself trying to find alternatives to targeting people online in a user privacy-centric way, while the third-party cookie slowly fades into the ether.

One solution picking up some steam from independent demand-side platform The Trade Desk is its Unified ID 2.0. Now, measurement firm Nielsen has joined LiveRamp and Criteo (announced last week) as a collaborator on the open-source solution for the open web. 

Will this be the prevailing solution? The jury is still out. But we have a way to go before third-party cookies are truly toast, and that means more debate between vendors and consortiums on their preferred solutions. Read the full story on Nielsen's decision here.

In other news:

• Supply-path optimization is coming to connected TV since GroupM and SpotX partnered to streamline buying.
• Hershey is shopping for a new U.S. media agency.
• Data shows in-store shopping is down, but remains the No. 1 way consumers spend.

One quick note, please consider supporting our journalism with an Adweek Pro Subscription and gain full access to all of Adweek's essential coverage and resources.

That's all for now! Good luck this week.

Lucinda

GroupM and SpotX recently partnered to streamline buying.

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It will encompass all paid services for the company's candy, mint and gum brands.

Having a modern planning and reconciliation platform is a must.