Intertrust Technologies (great name, by the way) provides behind-the-scenes technologies to help companies control access to their content and data. We’re talking things like encryption, rights management, and tamper-proof application code. Part of their business involves digital rights management, which gives them an inside view of who’s consuming what. They’ve just announced the next generation of Personagraph, a private marketplace that lets publishers turns this information into biddable mobile app advertising inventory. The marketplace resides in Intertrust’s own Data Management Platform (DMP) system.  It’s highly secure, naturally.

Still not convinced?  Process this: zeotap extracts data from telecom systems and makes it available for ad targeting. Business is good enough to justify a €12 million Series B. And, the company is expanding to gather data from other industries including security and navigation services. Case closed.

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.