AAA TellApart swallows Google-backed FreshPlum

TellApart swallows Google-backed FreshPlum

Advertising firm TellApart has acquired US-based personal discount website FreshPlum for an undisclosed sum, providing an exit to seed backer Google Ventures, the corporate venturing arm of search engine Google.

The acquisition will allow TellApart to use FreshPlum’s algorithms to offer personalised customer discounts to its own customers through Facebook and email.

FreshPlum raised $1.4m in a 2012 seed round that featured Google Ventures and venture capital firms New Enterprise Associates, Greylock Partners and Charles River Ventures, as well as angel investors employed by Facebook, Google and PayPal.

The company raised a further $1m in February this year from New Enterprise Associates and assorted private investors.

TellApart acquired email marketing optimisation company Adstack in 2013 to improve email marketing by providing more personal email correspondence with e-commerce customers.

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