Ad tech startup Tell Apart buys VC-backed Freshplum

Ad tech firm Tell Apart has acquired Freshplum, the former confirmed in a blog post on its site. No financial terms were disclosed. Based in San Francisco, Freshplum lets ecommerce sites offer personalized discounts. Its backers included New Enterprise Associates, Greylock Partners, Google Ventures and Charles River Ventures. To read more details about the acquisition, visit here.