The tech world will see a continued shift towards self-service by business users, both in data access and application development.  It’s a rare convergence of interest between business users, who want more control over their fate, and IT staff, who want to focus on other things.  This Forrester report for Airtable highlights the problems, finding that large organizations use an average of 367 software apps and systems, and knowledge workers spend 30% of their time looking for data.

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.