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

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.

Author: João-Pierre S. Ruth

After more than thirteen years as a business reporter in New Jersey, João-Pierre S. Ruth joined the ranks of Xconomy serving first as a correspondent and then as editor for its New York City branch. Earlier in his career he covered telecom players such as Verizon Wireless, device makers such as Samsung, and developers of organic LED technology such as Universal Display Corp. João-Pierre earned his bachelor’s in English from Rutgers University.