Salesforce rather casually announced during yesterday’s quarterly earnings call that it is buying Vlocity, which builds industry-specific CRM systems on top of the Salesforce platform, for a cool $1.33 billion. The news was buried in the middle of the sixth paragraph of the prepared statement. Just another day at the office, I suppose.

Leadplum doesn’t really fit with today’s other items: it mostly delivers B2C messages across mobile channels including push, in-app messaging, and email. But they did just raise $27 million, bringing their total raise to over 125 million. That seems worth a mention.

In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.