Independent source of new customers and sales for online retailers Connexity has acquired commerce-oriented publishers monetisation solution provider Skimlinks.
The deal adds several new retail-oriented publishers and consumer-facing media brands to Connexity.
It will increase the total reach of the companies to around $2.5bn in commerce a year.
Integrating Connexity’s direct retailer advertising relationships to Skimlinks’ network of publishers will provide easy access to cost-per-click budgets.
Speaking of the development, Connexity CEO Bill Glass said: “Connexity and Skimlinks share a similar mission as architects of online shopping markets.
“Our solutions help retailers acquire new customers and sales while enabling e-commerce-oriented publishers to monetise engaged shopping audiences. Combining the companies creates more scale on both sides of the marketplace.”
As part of the partnership, customers can benefit from traffic sources on Skimlinks such as Condé Nast, DotDash, Hearst, Vox Media and more.
Additionally, the acquisition will benefit Connexity’s enterprise publishers, Skimlinks publishers and ShopYourLikes social influencer partners.
Skimlinks CEO Sebastien Blanc said: “Our combined scale will fortify Connexity as a critical customer acquisition channel for retailers and will strengthen publisher monetisation solutions
“By marrying Connexity’s CPC search budgets with the broad CPA affiliate monetisation coverage of Skimlinks, we provide best-in-class monetisation for publishers.”