• by Tyler Loechner  @mp_tyler, February 19, 2014

Shopzilla on Wednesday announced it has acquired Connexity, a demand-side platform (DSP). Shopzilla says it will link Connexity’s programmatic media-buying platform to its Aisle A division, which specializes in audience-buying.

Bill Glass, Shopzilla’s CEO, said in a statement that the company has been “investing substantially in data science.” However, terms of this deal were not disclosed.

The companies are familiar with one another; the two have been partners for the past year.

Shopzilla is using this acquisition purely to boost its Aisle A division. The entire Connexity team, including its co-founder and CEO, will join Aisle A. Shopzilla plans to have Connexity’s platform fully integrated into Aisle A “over the next few months.”

Shopzilla intends to create a blue-chip programmatic audience-buying platform via Aisle A, and the acquisition of Connexity is one of its steps. The company wrote in a statement that a new suite of “audience centric products” will be released in the coming months.