"The topline is that things are going really well," Kelt tells
eMoney. "We wanted to accelerate what we were doing." This latest round came from current investors, including Spark Capital, Carmel Ventures, Lerer Media Ventures and Bob Pittman, the founder of MTV
Networks and now chairman of media and entertainment platforms at Clear Channel.
"Kelt said there was a lot of investor interest and they could have raised more but they decided to stick with insiders," according to eMoney. Amid a crowd of white-label technology platforms, Group Commerce hopes to set itself apart by offering what Kelt has called "merchandising strategy," which helps publishers plan and execute their own deal strategies.