Many marketers have gone beyond acceptance of the European Union’s GDPR privacy rules and convinced themselves that GDPR will ultimately help their business. Cross-device identity company Drawbridge has dumped a bucket of ice water into that warm bath with news that it is shutting down its EU advertising business and closing its London office because of GDPR. Drawbridge will continue its identity data business, although it’s still trying to figure out how to make that GDPR-compliant.

Apptentive lets mobile app developers display event-triggered messages and surveys. They’ve just added a semantic engine to classify and analyze text comments on surveys, messages, and reviews. Nice product extension.

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.