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.

Adobe is extending its Real Time CDP to support new data partners, look-alike audiences, and import audience segments from other systems.  The announcements came at the company’s EMEA Summit.  There were plenty of announcements about the company’s other Experience Cloud products, and of course new features powered by generative AI.