Adroll, a startup that offers ad net services, has raised a first round funding, Venturebeat reported. I spoke to Jared Kopf, the San Francisco company’s founder and CEO, who declined to specify the amount, but said it was around $4 million. Participants in the round included Merus Capital, Thiel, Accel Partners, Mike Maples, Bob Pittman, among others. The proceeds will go towards hiring more sales personnel and related technology.

Adroll assembles blogs into co-ops and promises to pay more than the average $2 CPMs that many sites in the middle get. As for the promise of targeting, Adroll bases the targeted ads it serves on info in users’ profiles.  Kopf said Adroll has some similarity to what other ad net providers do, but views its services as more informal. “We’re an open platform for sites to come in and connect with each other,” said Kopf, who started Adroll in April after he left social net app publisher Slide. “We also see what sites are getting from other systems and can guarantee CPMs above that.”