Welcome back, today is Wednesday, October twenty-first, and we begin with the fine print of the Federal Trade Commission's order on Publicis and LiveRamp. On the adtech side, that order now has its mechanics. Following our earlier report on the five-year equal-access condition, Adweek reports Publicis is barred from denying, degrading, delaying or impairing any customer's access to LiveRamp, with an independent auditor checking compliance every six months for two years after closing, then annually for three more. Any LiveRamp customer can request a compliance audit, per that reporting. The complaint alleges the deal would breach Section Seven of the Clayton Act and give Publicis competitively sensitive data on clients it does not serve, according to The Next Web. That account notes there is no divestiture, a lighter remedy than the six-year monitor placed on Google's ad tech business, which leaves the competitive map intact on paper and polices conduct instead. Industry reaction leans skeptical that equal access holds in practice, with commentary pointing to rival holding companies described as already stepping back from the platform. Across the category, Salesforce has agreed to buy the customer engagement platform Braze. Tech Startups puts the price at five point six six billion dollars, or forty-seven dollars and fifty cents a share in cash, about a fifty-eight percent premium to Monday's close, with Braze shares up more than fifty percent and Salesforce down about one percent. The same account has the deal closing in Salesforce's fiscal twenty twenty-eight, subject to Braze shareholder and regulatory approval, with no change to the current outlook. Salesforce frames Braze as a cross-channel personalization engine for Marketing Cloud that feeds its Agentforce products, per 24/7 Wall Street. For marketers running lifecycle programs on Braze today, roadmap and renewal terms are the open question. Reaction among marketing technologists leans skeptical on retention rather than price, since Braze sold itself as the alternative to the incumbent suites. Still on the adtech side, Apple has published its rationale for the Safari blocking we covered earlier this month. AdExchanger reports WebKit engineers writing that, quote, it is not enough to block cross-site cookies to prevent cross-site tracking today, because the tracking industry has not stopped trying to track users on the web. That is a stated case rather than shipped policy, so how far Safari measurement and audience work has to be rebuilt turns on what actually lands. Digiday, covering the same post, notes Apple's job board points to an ads business with larger plans. Industry reaction leans toward accepting the privacy argument while questioning the process, with several noting the criteria for what counts as an identity resolution provider appear undefined. On the platforms side, Netflix now expects two point seven billion dollars in advertising revenue this year, down from the three billion it targeted in its first-quarter report. Adweek reports the company attributing the gap to a slightly slower than expected rollout of some ad product capabilities. That is the number buyers carry into scatter and upfront talks. On the earnings call, co-chief executive Greg Peters said the ads business is still growing more than eighty percent for the year, and that, quote, if you are sufficiently aggressive with your roadmap, you are going to occasionally be behind some milestones. Third-quarter revenue rose about twelve percent to twelve point nine billion dollars, and Yahoo Finance puts fourth-quarter guidance just under analyst estimates at thirteen point four four billion. Netflix also said its Ads Suite is extending programmatic audiences to The Trade Desk, alongside a new pixel and conversion interface. Buy-side reaction ties the shortfall to timing rather than demand. Now, a few more headlines moving the trade today. Mumbrella reports Visit Victoria has appointed Clemenger BBDO as its creative and strategic partner of record, moving a forty-three-million-dollar-plus budget off project work. 72andSunny is moving Firrdaus Yusoff to Sydney as executive creative director and hiring Ogilvy's Nikhil Panjwani to lead Singapore, according to Campaign Brief Asia. Havas third-quarter net revenue rose seven point two percent year on year to seven hundred and three million euros, with organic growth of two point four percent against three point eight a year earlier, per Indian Television. Adweek reports Absolut Vodka has signed a two-year partnership with Charli XCX. And finally, Heineken says it has teamed with Amazon on Pubscription, which the brewer bills as the first streaming-style subscription service for nights out.