Los Angeles online marketplace Shopzilla Inc. has beefed up its newly acquired media buying platform Connexity by folding two of its consumer insights divisions into the brand.

Now under operating under the Connexity brand are Aisle A, which uses shopping data to create audience profiles for potential advertisers, and Bizrate Insights, which helps retailers understand their online reputation by conducting customer surveys.

Shopzilla bought Ventura automated media buying firm Connexity in February for an undisclosed sum.

Chief Executive Bill Glass said in a statement that the streamlined structure will benefit the company’s clients.

“We have created a unified platform that can analyze potential audiences, qualify them, segment them into best-performing targets, bid to acquire media, optimize against conversions and generate a complete report, all at a single dashboard,” Glass said.