If you think about it more than one should, mobile app advertising is also a type of retail network. Which brings us to a pair of acquisitions: App business platform IronSource is buying mobile app monetization platform Tapjoy for $400 million, and mobile marketing platform InMobi is buying app analytics vendor Appsumer. You may recall it was just last week that AppLovin bought MoPub (something we reported backwards, it pains me to admit).

Acxiom has partnered with Adobe to make its Real Identity service available within Adobe Experience Platform.   Real Identity provides the technology to build private identity graphs with a company’s own data.  That’s different from connecting to identity graphs based on third party data.

It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.