"___ no big deal" (3)

I think it could be either:

Which length description are you looking for?:

its

(Other definitions for its that I've seen before include "Belonging to something nonhuman" , "Neuter possessive pronoun" , "Another form of 'tis" , "Sit (anag.)" , "The thing's" .)

I've seen this clue in the Universal and the USA Today.

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