TellApart Raises $13 Million from Bain Capital and Greylock

Display advertising startup TellApart announced Monday that it had raised $13 million from Bain Capital Ventures and Greylock Partners in a series B round of funding. That brings the company's total venture capital to nearly $18 million.

TellApart, which was founded in 2009 by former Google (NASDAQ: GOOG) ad executives Josh McFarland and Mark Ayzenshtat, helps companies to use customer data to offer more personalized display advertising to both loyal and potential customers alike. The company says that, on average, it has been able to offer a 3% to 5% boost to its clients' overall revenue.

As a part of the new funding deal, Bain Capital Managing Director Ajay Agarwal and Greylock Partner James Slavet will join TellApart's board of directors. The two previously worked with TellApart CEO McFarland when Doubleclick was integrated into Google, which bought the digital marketing services and technology company in 2008.