Hi there,

Good morning. Hope this means your Tuesday is off to a good start.

We (as society) have taken some liberties with words and phrases this year. From terms like "socially distant" (we should probably say physically distant, given we should be emotionally supporting each other more than ever, no?) to the Trump administration saying it would make "transactions" with TikTok illegal without ever defining publicly what that meant.

What do words mean this year? And what stories are we telling (or not) by sharing the context behind them? Which brings me to the latest in the TikTok drama: Oracle has been confirmed as the "trusted technology partner" for TikTok's operations in the U.S.

What does that actually mean?  If your guess was... appease the Trump administration without actually (maybe) outright selling to another owner, then you may have already read Scott Nover's story.

Cheers to you and to your trusted technology partner in life (if you have one).

What else we're covering:

• Reddit is considering a new policy for political advertising
• Stop Hate For Profit is focusing on Instagram
• Can YouTube Shorts ride the TikTok wave?

Fun Fact: A shift to online retail for the Milwaukee Bucks led to roughly 6,000 new fans.

Need a break? Consider how many fun phrases you can make up and have society accept when you're a celebrity.

Please consider sending any news tips to sara.jerde@adweek.com. Thanks for reading. And maybe I'll ~see~ you at Brandweek (details below).

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The early test decentralizes comments.

Brandweek kicks off with A State of Affairs—bringing brand leaders, industry icons, futurists and other leaders together for a day of reflection on the monumental changes impacting marketers. 

On the Main Stage, the 60th Mayor of Atlanta Keisha Lance Bottoms joins Marvet Britto to discuss how to navigate multiple crises, IBM's Randi Stipes speaks with futurist Tamara McCleary about the next era of digital marketing, Marc Pritchard confronts the cracks and systemic issues in our nation and marketing, Reddit's Jen Wong shares new online community trends and opportunities, and three Brand Genius honorees discuss The New World Order. 

Plus, two-time FIFA World Cup champion and US Women's National Soccer team player Kelley O'Hara shares tips on developing mental fortitude and some of the brightest minds in the industry lead Masterclasses in topics critical to personal and professional success. 

It's not too late to join the movement — register now.

Josh Fletcher heads the Gay Times' in-house agency, offering brands a direct line to LGBTQ+ audiences.

The coalition behind the Facebook boycott sets a week of action, including a 1-day freeze on posting.

The feature is being beta tested in India.

Hootsuite analyzed data to see how conversations were transforming.

They don't. We need to include the consumer.