Good morning,

My colleagues have extensively reported on this Facebook ad boycott, including how we got here and who all is participating. Most recently, Scott Nover (on Adweek's media/tech team) and Paul Hiebert (on the brands team) tackled what's next for these brands now that we're halfway through the formal July boycott.

So when is it safe for those brands to return their ad dollars to those channels? As my colleagues reported, they'll need to weigh a few things including: the demands of advocacy groups and their core group of consumers, as well as the risk of giving up the very targeting tools that are best used to reach them. Oh and, of course, what Facebook ultimately changes to make the platform safer.

It’s a different conversation altogether for small and mid-sized businesses that most depend on the platform to communicate their messages. Let’s see how long everyone sticks to the effort.

Read about what's next for those brands in the meantime.

In other news:

• Spotify is now available more widely

• Would you trust "IdentityLocker" with your personal data?

• Snapchat begins testing TikTok feature

Need a break? Seek out your music makers and dreamers of dreams.

Let me know how else you're hanging in at sara.jerde@adweek.com.

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Kochava's identity tokens aim to relieve fragmentation headaches.

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It's the result of the group's $2.3 billion Acxiom acquisition.

The streaming platform debuted 200 new playlists.

It covers content published publicly to Discover.