Connexity Buys Hitwise

Los Angeles-based digital marketer Connexity has acquired consumer data collection company Hitwise, from parent company Experian, the company said this morning. Connexity also said its private equity owner, Symphony Technology Group, is acquiring Experian's Simmons division, the publisher of the consumer research database, the National Consumer Study (NCS). The two combined deals were worth $47M plus up to $5M in earnout. Both Simmons and Hitwise were previously part of Experian Consumer Insights. STG and Connexity said they will be separating the two businesses throughout 2016. Connexity is the owner of both the Pricegrabber and Shopzilla comparison shopping brands, among other businesses.