Good morning, Lucinda Southern here, Adweek media editor. Certainly seems like there’s a lot going on as companies anticipate a few quieter days around the corner. 

The chorus of Google critics is getting louder as 10 states sue the tech giant for alleged monopolistic behavior regarding its ad tech stack. 

Ronan Shields and Scott Nover delve into why all the fracas. There are two major concerns regarding Google's ad tech stack DoubleClick: interoperability with rival tech providers, plus the concept of “tying” one element of its offering to another. If that sounds a little wonky, check out the piece and this video explainer.

The fact that Google owns the internet is past the point of debate now. The question is, what next? In all likelihood, a years-long lawsuit battle, as we’re anticipating with Facebook’s recent legal skirmishes. 

Sitting where I am in the U.K., close enough (for now) to Europe where the courts have been firing shots at U.S. tech platforms for years, it’s hard to miss the change in tone of fighting talk. 

Sticking with the duopoly, Facebook is wielding a hefty public relations campaign against Apple, running print ads no less, in The New York Times, The Wall Street Journal and The Washington Post. 

At the crux of the fight is Apple’s iOS 14 data privacy changes that would make it harder for advertisers to track users, thus having an adverse impact on mobile app monetization platform Facebook Audience Network.

Apple this week introduced labels explaining the three types of data that apps can collect on users, aimed to offer choice. What about the small businesses! Facebook cries. David Cohen breaks down the spat between the two, what is at stake and why Facebook claims Apple is setting back digital advertising by “10 or 20 years.”

On that note, our team is working hard to continue bringing you the latest information to guide marketing professionals through the crisis. Support Adweek's coverage with an Adweek Pro Subscription.

Thanks for reading!

Lucinda,

The social network said personalized advertising could be set back by 10 to 20 years.

The social network will begin weeding out the most misleading tweets Dec. 21.

Its Health Heroes Relief Fund looks to underrepresented students in health-related areas.

CEO Ben Silbermann said the executive team is committed to following those recommendations.