The firm, which tracks and analyses data by location, has raised strategic investment from Rockfish to add to its recent seed funding.

Brian O'Kelley, founder and chief executive of AppNexus, told newswire Bloomberg: "The financials, the revenue, the profit and the growth are all strong enough that we could be going public as soon as late next year."

Last month, Salesforce had integrated with Assistly before buying the company, after previously been part of the consortium backing Assistly, which had been founded in 2009.

Japan-based companies Nippon Telegraph and Telephone (NTT), Gree, Mitsubishi UFJ and NEC Biglobe have launched a corporate venturing fund to provide money to early-stage companies.

As well as IDG Capital, Yiji's $20m series B round also included venture capital firms Trust Bridge Partners and Hong Kong firm Big Profit.

Giant's investment by the end of December will be made through an investment in Yunfeng E-Commerce Funds, which is managed by Yunfeng Capital, a China-based venture capital firm co-founded by Alibaba chief executive Jack Ma and Shi Yuzhu, president of New York-listed Giant Interactive.

The social media monitoring service has pulled in series A funding from Credit Agricole at the same time as it acquires American competitor ReviewAnalyst.

Textbook rental company Chegg will acquire Zinch, with a view to creating a fuller and more wide ranging service.

Secondaries venture capital firm W Capital Partners led the round, which included Time Warner Investments and SAP Ventures, and took Tremor's total to $115m.