Industry News

Zillow unveils new behavioral targeting ads

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Online home valuation and real estate marketing site Zillow is digging deeper into targeted advertising with the launch of new ad products that enable larger advertisers to reach a narrower and more specific set of consumers. The company today released Zillow Home Direct Ads, which it says are patent-pending and aim to connect advertisers with homeowners who are on the verge of making major home-related purchases such as moving or updating the home they currently own. Zillow compiles data on some 70 million homes in the United States and enables homeowners to claim their properties and make updates to the data that appears at the Web site. Homeowners and real estate agents can also flag homes that are for sale, and the company last week said that it would begin enabling bulk uploads of for-sale listings from brokerage companies. (See Inman News story.) With the new advertising products, companies trying to reach homeowners will be able to target their ads by individual address or by ho...