Founded in 2009 by ex-Google product and engineering executives, TellApart helps e-commerce firms drive incremental revenue through the use of their own customer data. The company works with e-commerce retailers to create a set of customer models to increase the profitability of traditional online marketing channels (i.e. search, display, email, etc.). TellApart’s initial product is a transactional retargeting tool that allows online retailers to “tell apart” high value customers (customers who visited the website but did not purchase), track and target them throughout the Internet, and provide them highly targeted display remarketing ads. Based on each user’s individual behavior, TellApart displays highly personalized “creatives” to drive higher click-through rates.