In an age of digital and/or virtual media, there is nothing more
physical than so-called brick-and-mortar, so it's ironic that most of the action in the burgeoning retail media marketplace is "on-site" and/or "off-site" media inventory. But now, thanks to a new
deal between supply-side platform Magnite and national real estate brand REMAX, you can at least use some of the strongest real world consumer intent signals to reach them programmatically: their real
estate purchases.
The deal, announced this morning, makes Magnite the real estate brokerage's programmatic platform for selling its on-site and off-site inventory, the latter of which is being
powered by REMAX's deep, personalized data on home buyers and sellers, and exactly what stage of home ownership they are currently in. Or in some cases, planning to be.
That's because home
buying and selling is part of a broader life-stage marketing process that can represent intent signals for both endemic and non-endemic categories related to buying, selling, moving, furnishing,
insuring and a host of other categories months down the line.
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In fact, most major real estate listings and brokerage services have jumped on the retail media -- as well as the broader
"commerce media" -- bandwagon to develop new, ancillary advertising revenue streams. But REMAX and Magnite claim their deal is the first-of-its kind to explicitly integrate and leverage a real estate
broker's proprietary, first-party home-buyer data to develop premium programmatic audience-buying segments.
"This approach enables advertisers and agencies to activate REMAX data against
Magnite’s premium inventory, with the advantage of precise targeting and streamlined programmatic workflows," the companies assert, adding that unlike "general mover data," REMAX's audience
segments "reflect real-time home-buyer intent signals that matter most to categories like mortgage-lending, insurance, home goods, financial services, and other endemic and non-endemic real
estate related categories.