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Shopzilla consolidates marketing biz units under Connexity brand

Shopzilla, a leading platform that connects 50 million retail shoppers monthly with online marketers, has consolidated three marketing-centric business units — Audience Discovery and Activation Services — under the Connexity brand name.

“Connexity will uniquely combine consumer insights and media buying within the same programmatic platform, helping marketers to learn more about their customers, discover valuable audiences, and activate new consumers at scale,” the company said in a statement.

The new entity joins together Aisle A, the audience activation division of the company that specializes in leveraging the power of shopping data to target advertising for brands and retailers, with Bizrate Insights, Shopzilla's consumer insights and ratings/reviews division, and Connexity’s programmatic media buying platform, which Shopzilla acquired in February.

“Each month Shopzilla collects more than 1 billion in-market retail data points and millions of consumer surveys. This is powerful first-party data that enables advertisers to accurately reach, engage, and convert wallet-ready shoppers making purchase decisions," says Bill Glass, CEO of Shopzilla. "With Connexity, we have created a unified platform that can analyze potential audiences, qualify them, segment them into best-performing targets, bid to acquire media, optimize against conversions and generate a complete report, all at a single dashboard.”

By combining the entities, according to Glass, Connexity is helping marketers transform consumer insights into more effective media campaigns easily and efficiently.

“We’re bringing a specialized platform (AMP + DSP) to market that bids based on the scoring and classification intelligence of one of the largest retail data footprints. We have invested substantially in data science to build out a complete set of audience segments for advertisers of all types including retailers, brands, and manufacturers. This capacity, combined with our programmatic media buying platform, enables Connexity to deliver targeted audiences at scale for our marketing partners," he added.

The Connexity brand includes Insights (powered by Bizrate), which offers retailers insights on their consumers and aims to improve their online reputation though syndicated customer ratings and reviews. And Audience Solutions, which enables brand and retail marketers to discover new audiences and activate them with media in the right environments at the right time with the right message.

Shopzilla manages a portfolio of online shopping brands in the U.S. and Europe consisting of Bizrate, Beso, Shopzilla, Retrevo, TaDa, PrixMoinsCher, and SparDeinGeld, as well as its B2B businesses including Connexity and the Shopzilla Publisher Program.

Headquartered in Los Angeles, CA, the company operates sites and business services in the United States, the United Kingdom, France and Germany. Private equity firm Symphony Technology Group acquired Shopzilla in 2011.