So, here's a dilemma. Enforcement of the California Consumer Privacy Act (CCPA) begins July 1 and Google has said it will phase out third-party cookies by 2022. That gives media organizations pretty concrete timetables to determine how they'll find a model that can emphasize its first-party data.

But it can be an expensive transition and scale is a problem, especially for small and local publishers. It's driving those media organizations to consider such things as working together to aggregate the first-party data they collect to achieve some sort of scale and help compete with platforms like Google, Facebook and Amazon. As the kids say, watch this space.

In other news, fashion magazine editors are trying to win over advertisers for their September issues, here's an examination of what it means for Twitter to slap a misinformation label on President Trump's tweets and Instagram is experimenting with ads on IGTV.

Need a break? Here's a guide to signing up for HBO Max if you're in need of some more programs. If you find something you think I might enjoy, please send recommendations and any other commentary you might have on the media/tech industry to sara.jerde@adweek.com.

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