Rob Hudson.
REA Group has developed a property audience collaboration product in partnership with data collaboration platform LiveRamp, which will initially be available to media customers and rolling out in early 2025.
The LiveRamp Clean Room, powered by Habu, will create a secure and controlled data collaboration environment with approved partners. The technology will enable advertisers to match first party data against property seekers on realestate.com.au.
REA Group national sales director for media, Rob Hudson, said the data clean room is a critical piece of the puzzle for REA.
“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 month," he 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."
LiveRamp APAC MD Melanie Hoptman commented said 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," she said.
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