Shopzilla Inc., which helps online shoppers compare prices through its shopping sites, has rebranded as Connexity as it moves from helping consumers find great deals to providing tech marketing solutions for retailers and brands.

The West Los Angeles company purchased Ventura media buying platform Connexity earlier this year. After integrating two of its business units into Connexity and emphasizing the B2B part of the business, Shopzilla opted to rebrand under the Connexity name. Consumer comparison shopping used to make up 80 percent of its revenue. Now, more than two-thirds is generated from data-driven marketing tools, such as display media targeting and search product listings.

“We realized that name spoke to what we do best: connecting buyers to sellers and connecting brands to audiences,” said Paul Martecchini, vice president of marketing. “The main goal is to help our partners touch consumers at every stage on the path to purchase.”

Connexity will continue to run its consumer sites, which include BizRate, Beso and Shopzilla. The company is owned by Palo Alto private equity firm Symphony Technology Group.

Staff reporter Melissah Yang can be reached at [email protected]. Follow her on Twitter @MelissahYang for the latest in L.A. tech news.