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Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. What people are talking about today: Mark Zuckerberg spent 10 hours in the hot seat in Capitol Hill, but the Facebook CEO kept his cool and politely dodged dozens of questions. What happens now? Ad Age's Garett Sloane writes that during Zuckerberg's two days of testifying about the platform's user privacy scandal, "the odds seemed to increase that lawmakers would introduce new laws or regulations governing online privacy. Zuckerberg called regulations 'inevitable.'"

"Let me follow up with you on that": Wired counted 43 times when Zuckerberg promised that he or his team would "follow up" on a question he couldn't (or didn't want to) answer. That was his response, for example, when Rep. Steve Scalise of Louisiana asked how Facebook tracks users after they log off the platform, and if it was "part of the business model."

Mr. Robot: Zuckerberg's unemotional and well-rehearsed testimony inspired a cascade of robot GIFs and memes. Check out some of the best here, compiled by Ad Age's Simon Dumenco.

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