REA Group has announced it will offer new advertising solutions to unlock actionable insights and deeper personalisation, enabling customers to better target their campaigns, while giving consumers increased transparency and control over the use of their data.
In an Australian first, REA has developed a property audience collaboration product in partnership with LiveRamp, a leading data collaboration platform. The solution, which will initially be available to media customers, will launch in early 2025.
The LiveRamp Clean Room, powered by Habu, will create a secure and controlled data collaboration environment with approved partners, allowing REA to deliver unparalleled insights to advertisers. The technology will enable advertisers to match first party data against Australia’s largest and most engaged audience of property seekers on realestate.com.au.
The partnership comes as REA looks to build on its capabilities and develop further solutions that help its customers advertise with greater confidence. The suite of new products will utilise consumer privacy best practices and will improve the way advertisers can deliver personalised campaigns while also providing more comprehensive campaign measurement.
REA Group national sales director (media), Rob Hudson, said the data clean room is a critical piece of the puzzle as REA continues to provide increased value to its customers, while also responding appropriately to the changing needs of consumers.
“Our personalisation strategy is at the core of realestate.com.au’s audience leadership, with more than 11.9 million Australians visiting realestate.com.au on average each month2. We’re delighted to partner with LiveRamp to provide REA customers with optimised insights that support the execution of their advertising campaigns,” Hudson said.
“We know the industry is grappling with audience fragmentation and upcoming privacy legislation changes will shine an even brighter spotlight on data use. REA is committed to privacy best practices, and we continue to invest heavily in uplifting our privacy capabilities while ensuring we have appropriate consumer consent.”
“As the leader in the Australian market, REA Group is a key partner not just for LiveRamp, but for marketers looking to reach consumers during critical parts of their journeys. We’re excited to help REA provide more impactful marketing and privacy-centric data collaboration to its advertisers, helping all sides to drive more business value,” said Melanie Hoptman, managing director, APAC, LiveRamp.
