'Trusted Technology Parter'

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:

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.

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

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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.