On the same lines, digital commerce protection platform Signifyd just raised a $205 million Series E.  Signifyd doubled its revenue last year and expects to reach a $200 million run rate by 2022.  The company has an identity graph that can be used to improve customer experience as well as reduce fraud.

Marketers are spending lots of time looking for ways to track people without third party cookies and device IDs.  Let’s look at methods that don’t require tracking.  We’ll start with adtech vendor Swaarm, whose just-introduced “PEA Chain” offers accurate revenue attribution without Apple’s IDFA device ID.  The trick is that each ad click generates a token that captures all previous traffic sources and campaigns, eliminating the need to stitch the chain together using the IDFA as the connector.

Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.