Retail Publisher Connexity Launches Private Marketplace

Connexity, the retail publisher formerly known as Shopzilla, continues to ramp up investment on data-driven audience targeting. The company has partnered with ad tech provider Index Exchange to launch a private marketplace.

The partnership allows Connexity to sell its owned-and-operated inventory programmatically. The inventory will be placed in a private marketplace powered by Index Exchange. Demand-side platform (DSP) MediaMath is a launch partner, giving MediaMath clients access to Connexity’s programmatically sold inventory.

Connexity was the name of the demand-side platform (DSP) that Shopzilla acquired last year. Later on in 2014, Shopzilla rebranded as Connexity to emphasize its transition into a data-focused company.

When Shopzilla acquired Connexity last year, CEO Bill Glass said that the company intended to invest “substantially in data science.” Nearly a year-and-a-half later, that plan appears intact.

In fact, the company's transition toward audience targeting has been an ongoing process dating back to at least 2013, when it launched "Aisle A," an audience-targeting division.

Connexity operates retail sites Shopzilla, Bizrate, Beso and Retrevo. The company also operates a network consisting of other retail sites such as Cup of Jo and ModernMom.

Next story loading loading..