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PE-Backed Shopzilla Grabs Connexity

The acquisition will build Shopzilla's Aisle A division, which uses data to advertise to shoppers

Shopzilla Inc. has purchased media buyer Connexity.

Ventura, Calif.-based Connexity provides data optimization services that aim to help companies advertise. Terms of the acquisition were not disclosed.

Shopzilla plans to add the group to Aisle A, the company's audience activation division. The Los Angeles-based unit uses data to help companies advertise to shoppers. Connexity's employees, including co- founder Dave Gross, will join Aisle A.

Shopzilla provides online shopping services, and owns online shopping brands Bizrate, Besco, Shopzilla, Retrevo, TaDa, PrixMoinsCher and SparDeinGeld. The company is owned by Symphony Technology Group, a private equity firm that focuses on data analytics companies. The firm's other investments include CoreOne Technologies, Poplicus and Symphony Advanced Media.

 

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