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.

CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising.  The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products.  Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.