#Google employees rock, past and present: They are getting it in.
TellApart, a startup that enables eCommerce companies to use customer data to offer more personalized display advertising to both their loyal and potential customers alike, today announced that it has closed a $13 million series B round of funding. The round was led by Bain Capital Ventures, with contributions from Greylock and others.
As a part of the new round, Bain Capital Managing Director Ajay Agarwal will be joining TellApart’s board of directors. The new capital infusion adds to the $4.75 million the startup raised in April of last year, bringing total investment to $17.75 million.
For every 100 customers that visit a company’s website, only a few will buy something. The key for digital advertisers in today’s Web-osphere is to figure out which of those 98-odd people might buy something in the future if they’re served the right kind of targeted ad. The idea is to hit those potential customers with personalized ads as they navigate their favorite websites — a process fondly known as “retargeting”. TellApart, which was founded by former Google ad execs Josh McFarland and Mark Ayzenshtat, specializes in this very process.