It looks like mugwort. I have it too. I mowed it all last summer and it's healthy and happy (and spreading) this spring. :-( I looked it up online and there is only one type of weed killer that even touches it. Hand pulling will give you limited success in a lawn because it spreads by rhizomes and any tiny piece of root left over will start a whole new plant (or seven0.

I suppose if you pull it repeatedly over time, it might starve the roots. But since it's really all one big connected plant, you need to pull all of it in the area to make much of a dent.

If anyone knows a better way to control it, I'm all ears. I hate the stuff. I'll trade it in for garlic mustard and Japanese knotweed any day; at least I know how to manage those two.

Mugwort, one of the Artemisia plants that includes Chrysanthemums which is why is is known as 'wild chrysanthemums' can be difficult to control because it does best in the same soils that the plants you want to grow want to grow in. In the lawn, start by digging as much as you can of this plant out and then do what you can to get the grass to grow in thick and tall to shade the soil so any new growth will not get the sun necessary to grow.

Here is a link that might be useful: Mugwort