Daily October 7

The Federal Trade Commission is testing the waters on a new approach to reining in monopoly power as it relates to privacy, and its revised antitrust case against Facebook is Exhibit A. Facebook says the agency’s argument is baseless. Read more below.

• In the FTC’s revised antitrust case against Facebook, it added new arguments that hint at its goal to align competition and privacy oversight.
• This week’s Digiday+ Media Briefing looks at how publishers are sorting out the maintenance required to support the universal IDs seeking to replace the third-party cookie — and to avoid the revenue losses and privacy penalties they risk with faulty connections.
• The fuel crisis in the U.K., which has sparked hours-long lines at gas stations, has put a damper on some people’s return to the office.
• OMG’s acquisition of Jump450 puts a spotlight on what performance marketing could look like in the future. Read more in this Rundown.
• TikTok wants more advertisers. But marketers are betting on an organic strategy to try and go viral instead of paying for TikTok’s ad offerings. Here’s a look at a brand that did that successfully.
• To help advertisers address the issues of the day, Politico’s branded content studio Focus has been relying on its suite of quick-turnaround sponsored content formats that it began rolling out in April.
• Convenience, taste or protein? Hummus-maker Sabra decided to focus its energies on one of those areas in its new ad strategy.