Livestream auction platform Whatnot has raised $265 million in Series E funding at a nearly $5 billion valuation. Whatnot is seen as a competitor to TikTok Shop. It’s not just in the creator space that people will look for alternatives should TikTok be banned in the U.S.
Amazon advertisers can now measure results outside of Amazon stores using a new service from Stackline and Gigi. Gigi will enable unified audience buying for Amazon Marketing Cloud and Amazon DSP, which run ads in Amazon’s online stores and streaming TV channels such as Prime Video. Stackline’s panel-based multi-retailer attribution will track customer behavior across Amazon, Walmart, Target, and other major online or in-store retailers.
For the first time, data vendor Experian is offering a marketplace for third-party data vendors. Initial participants include Attain, Circana, Dun & Bradstreet and Alliant. This follows Experian’s introduction of third-party onboarding last year shortly before Oracle exited that space.
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.