Back to our usual programming: as privacy changes make online ads less targetable, the measurability of Connected TV (CTV) becomes more appealing to mass advertisers.  CTV ad platform Innovid is narrowing the gap with Innovid Key, which collects ad viewer data from over 25 device types in 95 million homes, ties it to Innovid’s own ID graph, and lets advertisers link to external keys from publishers, clean rooms, and other ID partners.  It’s one of many approaches to tracking on CTV devices.

Switching back to product news, Adobe Experience Platform has integrated Yahoo’s ConnectID cookiless identifier, which is based on hashed IDs from opted-in Yahoo customers.  The deal will make it easier for Adobe clients to build custom audience segments and target them through Yahoo’s platforms.  (As one of our readers pointed out recently, marketers need to look closely at the coverage provided by these sorts of deals.)

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.