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Zillow rolls out new ad platform

Showcase Ads allow buys based on share of views

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Real estate valuation and marketing site has launched a new self-service ad platform that allows real estate agents and others to purchase shares ranging from 25 percent to 100 percent of the available ad views related to home searches to geographically target their campaigns within a given ZIP code. The launch of the platform, dubbed Showcase Ads, follows the launch of another geographically-targeted ad platform in June by real estate search site That company's Trulia Pro platform (see Inman News article) offers ads for a lat fee ranging from $29-$39 per month that can be targeted at up to 20 geographic areas including neighborhoods, ZIP code areas and city areas. Zillow in April 2007 released its first self-service ad platform, EZ Ads, which allows customized campaigns in specific ZIP codes. Advertisers pay for ad "impressions," or ad views, at a cost of 1 cent per view. The company reports that about 13,000 advertisers have used the EZ A...