The tie with major online newsletters such as Daily Candy and Thrillist is especially interesting as they come with e-mail lists already at the core of their businesses. They also represent different targeted audiences: shopping-oriented females and action-oriented males. Specific audience targeting is a core focus for Group Commerce (although it is arguably true for its many white-label rivals as well).

Based in a loft in SoHo, Group Commerce has positioned itself as the “blue chip” in the space, and grants publishers full control over their lists. It has won Series A funding of $8 million from former AOL President Bob Pittman, Spark Capital, Carmel Ventures and Lerer Media Ventures. Pittman’s extensive background should prove to be a major door opener for the company.

CEO Jonty Kelt is appearing on the morning-long Deals SuperForum at ILM East, which is March 21-23 in Boston.

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