Serial entrepreneur Jud Bowman recently offered some insight into where his latest startup, Sift, is headed.

Although Sift is still in “stealth mode,” Bowman discussed some intriguing features, such as an “App-trap,” during a presentation at the CED Tech Venture conference last week.

Currently operating with four veterans from his previous venture, Appia, which sold to Los Angeles-based Digital Turbine in a deal worth $100 million, Sift has so far raised more than $4 million from Charlotte’s Wakefield Group, Idea Fund, Piedmont Capital, and Alerion Ventures.

It is using Appie technology Digital Turbine is not, and Digital received $1 million in cash and 9.9 percent ownership as part of its spinout earlier this year, according to a filing with the U.S. Securities and Exchange Commission in January.

Based in Durham’s American Underground @Main, Sift will also have access to Digital’s ad campaigns, he told the News and Observer, for which it receives a 20 percent cut of Sift revenue.

At the CED event, Bowman, 34, said Sift is building an “App-trap,” that will map the unique apps on user smartphones. He noted that app installs currently total $5 billion and the market is growing.

In January, Bowman said Sift will bid for mobile ad opportunities on behalf of advertisers on real-time auction exchanges operated by Google and Facebook. He believes Sift technology can boost the number of ads placed through the exchanges, which already do $1 trillion a month in business.

During his CED presentation, he said the company already has deals with AOL, Twitter, OpenX, and just signed Google.

He said the company is assembling profiles of the carrier, location, and apps on the phones of everyone in the U.S. and the company is ramping up this summer.

Bowman is an experienced hand at startups and spinouts. He started Pinpoint while still in high school as a teenager, which later sold to Motricity. Appia was a Motricity spinout. He said he thinks Sift can equal or exceed his past successes.

In an email, Bowman said he expects to offer more details after the company raises a Series A round, although at the CED event he said it is not raising money right now.