Taiwan-based CDP Appier has purchased Woopra, a U.S.-based customer journey analytics vendor.  Woopra will use Appier-collected data to simplify journey analysis and integrate the results with marketing programs.  The deal will also give Appier more access to U.S. and European customers.

This announcement from Experian and adtech vendor Yieldmo is intriguing but vague.  What seems to be happening is that impressions in Yieldmo’s ad exchange are being enhanced with Experian data about the person who will receive the impression, and Yieldmo is using the same data to generate advertising materials tailored to that person.  But the companies never quite say  that, so it’s possible there’s less here than meets the eye.

Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever.  Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”.  Kantar Media accounts for 4,500  of Kantar Group’s 25,000 employees.