Online comparison shopping site Shopzilla has bought Connexity, ‘a pioneer’ in the programmatic media buying and optimisation space.

US-founded Shopzilla, which reaches a global audience of more than 40 million shoppers each month through its destination websites and affiliate network, will fully integrate Connexity’s platform into its own audience activation division, known as Aisle A, over the next few months.

Aisle A, which is headquartered in Los Angeles with regional offices in New York, Chicago and London, is powered by proprietary data and premium retail inventory collected from Shopzilla’s portfolio of shopping websites, and a partner network. It enables advertisers to reach, engage, and convert wallet ready shoppers that are ready to make their next purchase decision.

CEO of Shopzilla, Bill Glass, said going forward, Aisle A will be positioned to provide marketers with a unique media approach helping to identify, reach, and convert high value consumers through an audience-centric programmatic solution.

The Aisle A audiences will be available exclusively through the platform and a new suite of audience centric products will roll out in the coming months, including the ability to reach multiple devices in the household with bridged multi-screen targeting.

“We have been investing substantially in data science to build out a compelling set of audience segments for advertisers of all types – retailers, brands and manufacturers,” Glass said.

“This capacity, combined with Connexity’s programmatic media buying platform, will give Aisle A unprecedented reach to deliver targeted audiences in scale for its marketing partners.”

Shopzilla, which is owned by owned by Symphony Technology Group, also manages online shopping brands in the US and Europe, such as Bizrate, Beso, Shopzilla, Retrevo, TaDa, PrixMoinsCher, and SparDeinGeld, as well as a series of B2B businesses.