Industry NewsTechnology

Zillow, Trulia serve up targeted home ads

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Zillow.com today announced that Century 21 is the first national brokerage to participate in its newly launched advertising platform that features local for-sale listings right on the Zillow.com home page. The Zillow home page features three graphical ad units at a time -- two sponsored by national brands and one sponsored by a regional brokerage. Because the ads are targeted to a user's most recent search (versus their geographic location), advertisers are able to target all buyers, including those who may be relocating or purchasing a second home. For a national or regional brokerage, this means exposure for their listings to the more than 8 million visits that come through the Zillow.com home page every month, the company said. On a similar note, next month Century 21 will start running advanced online advertising on Trulia.com. The new campaign uses technology called Motif, which enables real-time streaming of home sales data to feed dynamically into the page as a di...