You probably saw this coming. In June, Shopzilla, the shopping search engine, branded three newly-combined business units as Connexity — the name of the programmatic media buying startup it acquired in February.

Today, the Las Angles-based marketing technology provider took the next logical step and officially rebranded as Connexity.

Company officials said the new name will help highlight the shift of the company from comparison shopping to technology driven marketing solutions that "enable retailers and brands to understand their consumers better, acquire new customers at a lower cost and increase sales based on retail signals."

Shopzilla had been best known for its comparison shopping websites, such as Shopzilla and Bizrate. But CEO Bill Glass said today that the comparison shopping websites "were just the tip of the iceberg."

In a statement, Glass noted, "We have launched a comprehensive set of solutions so marketers can touch consumers at every stage of the path to purchase from awareness, consideration, transaction, right to loyalty. These businesses are now the majority of our revenue and growing at an accelerating rate."