E-commerce and digital marketing software developer Baynote said that Walt Disney Co.’s venture capital firm, Steamboat Ventures, was among investors in its latest round of financing.

San Jose-based Baynote’s software observes a viewer’s behavior on a site and automatically adapts by providing the most useful content and offers. Steamboat and others contributed $13 million that Baynote will use to expand into high-growth industries such as telecommunications and financial services.

The new capital brings total venture financing of Baynote to more than $28 million. Its customers include: AT&T, Dell, and Expedia..

Steamboat has several other digital technology companies in its portfolio that may eventually benefit the Internet operations of its Burbank parent, including Disney’s Scrapblog, Photobucket and FreeWheel.