Internet Retailer published an article covering the creation of our new division, Connexity. Click here to read the entire article, or read below for a few notable quotes.
“Data coming through BizRate Insights, AisleA and other Shopzilla-owned sites and services will be combined in Shopzilla’s Connexity division so marketers can use it to bid and place highly targeted ads on the web.”
“That Shopzilla is using its own data makes it different from many other services, which incorporate inferred data based on the demographics of visitors to content sites, says Sucharita Mulpuru, vice president and principal analyst for e-business at Forrester Research Inc. “For retailers looking to buy, the data that they have is actually pretty valuable, arguably more valuable than other display networks,” she says. “One of the ways anybody brings display alive is through the data about intent or previous purchase behavior.””
“The Connexity platform analyzes an advertiser’s potential audience and, using the data, scores the audience members according to how they might perform for the advertiser, and adjusts the bids paid to acquire the ad placement through major ad exchanges, says Paul Martecchini, vice president of marketing at Shopzilla.”