TellApart enables e-commerce companies to leverage customer data to serve more personalized display ads and retarget potential buyers. Its primary product is a dynamic display ad remarketing offering called “Transactional Retargeting,” which runs on top of a TellApart Customer Data Platform. The platform computes a proprietary Customer Quality Score (CQScore) for each shopper and uses realtime, auction-based bidding to value and buy individual ad impressions. The company reports it has delivered an average 3–5% lift to clients’ overall revenue and claims a roughly 7.5% user click‑through rate. TellApart uses a pay‑for‑performance revenue‑share model, getting paid only when a prospect converts. Early clients include Hay Needle, Ebags, Diapers.com, cafepress, and drugstore.com. The founders are former Google ad executives Josh McFarland and Mark Ayzenshtat. TellApart, founded by ex-Googlers Josh McFarland and Mark Ayzenshtat, offers a service that analyzes deep ecommerce user data to target and re-engage buyers with advertising and other mechanisms. Ecommerce sites share user data with TellApart, which identifies users via cookies and targets them — including when they are browsing other websites — to encourage returns and purchases. The company had been in trials since late last year with at least three ecommerce sites: Hayneedle, Ebags, and Diapers.com. TellApart charges merchants a percentage of the increased sales (an affiliate-style fee) rather than a fixed fee. Greylock reported that the value a user brings through TellApart is roughly double the original value of the customer. According to Greylock, TellApart's revenue run rate was already in the seven figures at the time of the article.

Total raised

$18M

Funding rounds

2

Latest round

Series B

Latest activity

Jun 2011