What I am reading:
Silicon Valley based TellApart, founded by ex Googlers Josh McFarland and Mark Ayzenshtat, unveiled its service today. They also are announcing a $4.75 million first round of financing in a round led by Greylock Partners, and Greylock partner James Slavet has joined the board of directors. The service helps ecommerce companies increase revenue by analyzing and targeting buyer behavior.
Here’s how it works – ecommerce services share deep user data with TellApart, which then targets those consumers with advertising and other mechanism to get them to return to the site and buy more stuff. This includes targeting ads at those buyers when they are out surfing the web, identifying them via the cookie from the original ecommerce site. 
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