Introducing Technically Philly’s Startup Roundup. Here, we’ll parse out the small pieces that make our greater Startup ecosystem thrive. We want to keep you in touch with the innovations that we can’t quite get to covering, but that deserve highlight. Follow along with the Startup Roundup’s dedicated RSS feed. If you’ve got news to share, get in touch.

DEFINITE READS

Radnor’s QlikTech launched its initial public offering last week, selling 11.2 million shares at $10 each, an initial market capitalization of $940 million, Seeking Alpha reports [h/t/ PhillyTechNews]

We love this. Local Laan Labs has created an augmented reality soccer game that lets you use an iOS4 camera to kick a ball around. Great for soccer wanna-be’s.

MIGHT BE WORTH YOUR TIME

Motivas Mobile announced this morning that it has raised $3 million from private investors for beefing up its mobile technology. We reported in March that it was nearly a third of the way through a 2.7 million round of fundraising.

Venmo founders Andrew Kortina and Iqram Magdon Ismail were featured on Inc.com’s 30-under-30 feature. See our coverage of the Rittenhouse-based mobile payment startup.

Local design firm Happy Cog, which wrote the book on web standards, has published a case study on a redesign/refresh of Zappos.com.

Yunno, a DreamIt Ventures company focused on creating social media campaigns built around contests has launched, a blog post says.

GIVE A GLANCE

RedLasso has announced that it is utilizing Adap.tv‘s video ad serving platform for its clipping service.

Monetate announced yesterday that is has appointed Kevin Ertell — Borders.com and Tower Records e-commerce veteran — to its advisory board.

myYearbook‘s Trends blog shows that the majority of teens aren’t aware of Facebook’s privacy issues and don’t care anyway. Insight: We already knew teens were apathetic.

MyDunkTank is featured in the Philadelphis Business Journal earlier in July. Be sure to see our coverage from mid-June.

Startup Roundup will post weekly on Wednesdays until there’s not a Philly startup story left to link to on the Internet. See others here.

Introducing Technically Philly’s Startup Roundup. Here, we’ll parse out the small pieces that make our greater Startup ecosystem thrive. We want to keep you in touch with the innovations that we can’t quite get to covering, but that deserve highlight. Follow along with the Startup Roundup’s dedicated RSS feed. If you’ve got news to share, get in touch.

DEFINITE READS

First Round Capital-funded ModCloth—which has been all over the news this week for its $19.8 million round of fundraising—happens to be local Conshohocken-based real-time marketing platform Monetate‘s first client. In 2008, ModCloth generated $3.2 million in revenue. In 2009, it shot up to $19 million. We covered the tech behind Monetate—and by extension, ModCloth—back in February.

Old-school-style Final Form Games, which we covered in December celebrated its first birthday last week. In three blog posts, the company talks where it’s been, where it’s at and where it’s going. The game design company is still working on its 17th-century sci-fi thriller tentatively called Jamestown. Looks sharp and slated for a 2011 PC release.

MIGHT BE WORTH YOUR TIME

At a barbecue to celebrate the launch of its non-search display offerings, Google execs spilled their guts to advertising geeks that the recently acquired Philadelphia-based Invite Media will remain independent to work with other networks and exchanges, which should settle the nerves of folks that complained of a conflict of interest.

Duck Duck Go‘s Gabe Weinberg—who might as well just take over this column—analyzes the success of running a DDG ad with aggregator reddit. He says that compared to Adwords, Yahoo, Bing, Facebook, MySpace and StumbleUpon, the tight-knit community provided the highest return on investment. But it’s that exclusive tech community that would be most interested in the product, we bet.

In other DDG news, version 2.0 of the zero-click search engine’s iPhone app has been released on iTunes, including enhanced UI and features and support for the iPad.

GSI Commerce has extended its ecommerce agreement with the National Basketball Association, a contract now in ink until 2017 since signing in 2007. It’s a big win since last week’s SkullCandy announcement.

GIVE A GLANCE

User-generated ad company Poptent writes that La Quinta Inns and Suites recently purchased two of its community-created spots for $5,000 each, double its standard offering—companies typically buy just one.

123LinkIt now allows users to add keyword suggestions to the plug-in’s database and also provides the ability to make recommendations on which advertisers or category of products you’d like to see with the service.

And for the sports fans out there, SeatGeek‘s blog has a great post about the Phillies-Mets rivalry broken down by ticket sales. As the post notes, Mets fans pay more for tix overall while Phillies fans are willing to shell out higher than face value more often. There’s much, much more—but we’re just not smart enough to break it all down. Go, statisticians!

Startup Roundup will post weekly on Wednesdays until there’s not a Philly startup story left to link to on the Internet. See others here.

“Because they don’t have control of their sites, [marketers] can’t create the best experience for each customer on the site,” Brussin says. “That’s been the promise of e-commerce for 10 years.”

Brussin, who co-founded Conshohocken-based and First Round Capital-funded Monetate, thinks he and co-founder David Bookspan have solved that problem. The real-time marketing platform allows marketers to skip their IT groups and keep campaigns moving as quickly as they need to, he says.

By giving e-commerce Web sites a real-time layer that enables marketers to change custom-tailored campaigns without an IT department and quickly measure the results, the job of the marketing team becomes more streamlined, and as a result, the sales site more useful to customers.

Using Monetate, customers are given a consistent sales experience starting with an email or display advertisement campaign and ending with a sale. Design and sales copy, product offerings and coupon codes promised in a specific campaign can be displayed in real-time on the e-commerce site using a single line of JavaScript.

“[Our clients] send a lot of highly segmented emails because they perform better,” he says. “Where Monetate comes into the picture is when someone views one of those emails. We can run corresponding campaigns on the actual e-commerce site to pull in the message, creative design and copy and even the offer into a single site experience.”

Additionally, data is collected anonymously to help improve customer experiences.

“We understand when a visitor comes in, where they’re coming from and what city. We know which of our client’s bricks and mortor competition might be in the neighborhood,” he says. Campaigns can be custom-tailored to offer competing offers against those stores, he says. Recently, Monetate also began offering a turn-key mobile platform which creates a native Web experience for customers overnight.

The company charges a yearly fee for the platforms and also sells in-depth customer service to help companies with advanced functionality. With customers like QVC, Urban Outfitters, Casual Male Retail Group and others, whom Brussin says are “making a ton of money” from the real-time marketing product, business is well.

It doesn’t hurt, either, that there’s little competition in the market. “We don’t really have a ton of competitors that actually solve the core problem of allowing the marketer to step out of the constraints of their [platform],” he says.

In 1996 while his friends in Silicon Valley were working on consumer-facing businesses, college-bound Brussin launched InfoSec Labs, a business-to-business venture dedicated to helping Fortune 1000 companies transition online. He sold the company to SafeNet three years later.

Brussin moved to Philadelphia for his second venture, ePrivacy Group Inc., which was focused on protecting email marketing distribution methods and wasn’t commercially successful. “There were alot of changes coming in email. We saw spam and phishing and other threats dilluting a hugely valuable channel,” he says.

But something good did come from his experience with ePrivacy Group. With lessons learned there, the company created in 2003 a way to filter spam using an Internet router, the first of its kind, and six months after founding TurnTide Inc., the company was acquired by Symantec in a $28 million deal.

Though he spent time involved with the investment and board side of business after the deal, he couldn’t resist coming back to solve problems. “I always knew the path for me was back into the operating side,” he says. No surprise.