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Realtors in advertisers’ crosshairs

MLSs partner with iMAPP to serve up ads

NEW ORLEANS -- Realtors who are accustomed to generating leads by placing ads on property search portals may soon be surprised to find that they themselves are being targeted by advertisers when they log onto their multiple listing service.Whether they be title insurers, homebuilders, or big-box home improvement stores like Home Depot, advertisers who want to reach Realtors are willing to pay a premium for ads that target them exclusively, said Joel Cohen, president of Tampa, Fla.-based IMAPP Inc.IMAPP can reach Realtors because it's providing property tax roll data and parcel mapping to MLSs serving 120,000 Realtors, Cohen said. MLSs that agree to work with IMAPP to serve up ads to their subscribers earn 30 percent of the gross revenue generated by the ads.Targeted Web ads already command a premium, Cohen said, with advertisers paying $2 to $5 for 1,000 "impressions," or Web page views.IMAPP's ability to target ads even more precisely -- using search criteria including a pro...