JellyCloud is led by CEO Scott VanDeVelde who was CEO at Claria (aka adware's Gator). Others in the leadership come from Claria.
JellyCloud is in semi-stealth mode but leverages patented behavioral targeting technology on behalf of Advertisers, Publishers, Software providers and ISPs. The key here is ISPs. The trend among behavioral networks is to partner with ISPs to match data that ISPs have on Web traffic with ads that want to be targeted.
As with Claira, it looks like Jellycloud is starting to become controversial.