SF-based Tippit, an online trade media firm, has raised a $12.17 million third round led by Granite Global Ventures, reports PE Hub. Also participating were return backers Lightspeed Venture Partners and Trinity Ventures. The company has reportedly raised $11 million prior to this, bringing its total to over $23 million. Tippit runs a network of sits covering specific verticals, like InsideCRM and VoIP News, which serve as the content hooks to find leads. The company has mainly grown through buying smaller trade sites and hiring bloggers to create its own content, rather than licensing it from elsewhere. It is similar to FierceMarkets, the online and e-mail newsletter trade publisher that was sold to Questex earlier this year.