Restaurant CRM, marketing, and loyalty system vendor Bridg has acquired restaurant mobile app specialist Relevant Mobile. It’s yet another example of vertical market specialists building alternatives to general purpose CDPs and marketing products. Because you wanted more examples, right?

Even TV buying is more complicated than it used to be. Nielsen has launched an Enterprise Audience API that lets media companies import their own audiences and match them against Neilsen ratings data to estimate how well specific media plans will reach those audiences. This isn’t targeting individuals but does make it easier to target more precise audience segments.

CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising.  The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products.  Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.