Tell Apart is an advertising technology company that has acquired Freshplum. Based in San Francisco, Freshplum enables e-commerce websites to offer personalized discounts. The terms of the deal were undisclosed. Freshplum’s investors included New Enterprise Associates, Greylock Partners, Google Ventures and Charles River Ventures.
“We found in the Freshplum team a group of people who share TellApart?s DNA ? indeed, several of our folks used to work together at one of the leading retail pricing companies, DemandTec. Sam [Odio], who sold his last company to Facebook and led the creation of Facebook Photos, and Sid Patil, who led the Consumer Products Data Science team at DemandTec (but who is probably more famous for leading part of the MIT Blackjack Team that inspired the book ?Bringing Down the House? and the movie ?21?) are the kind of people to bet on when trying to solve for an opportunity of this magnitude, and we couldn?t be more proud to have their team as part of TellApart,” said TellApart co-founder and CEO Josh McFarland in a blog post.