TapCommerce Raises $10.5 M in Series A Round Led by Bain and RRE

11/25/13Follow @jpruth

Sometimes a second impression can win over fickle buyers online.

At least that’s what developers of ad retargeting technology believe—and investors seem to agree. One startup in this space, TapCommerce in New York, now has more money show what its platform can do.

On Friday, the company said it raised $10.5 million in a Series A round led by Bain Capital Ventures and RRE Ventures. Other investors include Nielsen Ventures, Metamorphic Ventures, Eniac Ventures, and Nextview Ventures.

Ad retargeting basically puts brands back in front of potential buyers who looked at products or services online but didn’t make a purchase. As they continue to peruse the Web, the technology brings up ads for the brand they previously looked at. This space seems to be gaining traction; platform developer ActionX in New York, for example, raised new funding in September.

TapCommerce said its platform, aimed at tablets and smartphones, reaches mobile websites and apps alike. The new funding will go towards product development, sales, and marketing, the company said. TapCommerce works with brands in mobile e-commerce such as JackThreads, Fab, and eHarmony.

João-Pierre S. Ruth is the editor of Xconomy New York. He can be reached at jpruth@xconomy.com and followed on Twitter @jpruth. Follow @jpruth

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