Zillow.com Upgrades Ad-Buying System

  • August 15, 2008
Real estate site Zillow.com has launched Showcase Ads, a self-service ad platform that lets brokers, lenders, and other local advertisers create targeted campaigns.

Using the system, advertisers can purchase 25, 50, 75, or 100 percent of the available ad views on searches for homes within a given ZIP code, allowing them to target only the areas they are interested in reaching.

Zillow.com's Showcase Ads build on the company's first local ad platform--EZ Ads--which it says has attracted 13,000 advertisers since launching in April 2007. The new tiered-inventory system is aimed at ensuring an ad is shown to at least 25% of those searching for homes in a particular ZIP code.

Advertisers are given both the number of expected impressions for their purchase and real-time updates on ad performance. Launched in 2006, Zillow.com has raised $87 million in funding to date, and attracts about 5 million visitors a month, according to comScore.

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