San Francisco-based ad re-targeting platform AdRoll has raised $15m, which it intends to use to further develop its data-driven advertising technology and to scale its business to meet demand.

AdRoll’s software captures anonymous data from a brand’s web site, such as pages viewed, time spent on site, and which items were put into virtual shopping carts. It uses this data to personalize ad campaigns based on a visitor's shopping behavior, and to then enable brands to display ads to consumers who have visited their web site, in order to persuade them to complete a purchase.

The firm’s new funding has been led by Foundation Capital with support from previous investors Merus Capital and Accel Partners. Charles Moldow, General Partner at Foundation Capital, will join the Board.

Aaron Bell (pictured), founder and CEO of AdRoll, comments: ‘With the new resources, we are excited to further shape how all brands collect, analyze and act on marketing data. We've found a world-class match with Foundation Capital, which has robust operational experience as well as a rich history of backing innovative ad tech and SaaS companies.’

Web site: www.adroll.com .

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