Adtech firms are racing to grab more of the retail media business, expected to be worth $130B. E-commerce startup MikMak has acquired the shoppable media and brand analytics arm of rival ChannelAdvisor for an undisclosed amount. With the new employees from ChannelAdvisor, MikMak will have 175 staffers. In buying part of ChannelAdvisor, MikMak inherits analytics that advertisers want to justify increasing ad spend with retailers. As part of the deal, MikMak and ChannelAdvisor will cross-sell their products.

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Persons: ChannelAdvisor, Rachel Tipograph, Tipograph, MikMak, Morgan Stanley Organizations: Walmart, MikMak, Diageo, Hershey's, Tech, ChannelAdvisor Locations: ChannelAdvisor