insights and more personalised campaigns, empowering advertisers to better target audiences while giving consumers more control over their data. The new offering, developed in collaboration with data platform LiveRamp, will launch in early 2025, aimed initially at media customers.
At the heart of this solution is the LiveRamp Clean Room, powered by Habu, which creates a secure data collaboration environment between trusted partners. This will allow REA to match advertisers’ first-party data with Australia’s largest and most engaged property audience on realestate.com.au, providing unparalleled targeting capabilities and more relevant, effective advertising.
Unlocking the power of data collaboration for advertisers
The new platform will enable media and marketing executives to access actionable insights, empowering them to optimise campaigns, improve personalisation, and measure performance more effectively. By leveraging privacy best practices, REA Group ensures that advertisers can engage audiences while maintaining compliance with evolving privacy regulations.
Rob Hudson, REA Group’s national sales director (Media), said, “Our personalisation strategy is central to realestate.com.au’s leadership, with over 11.9 million Australians visiting our platform every month. This new data collaboration solution will help our customers drive more effective campaigns, with consumer privacy at the forefront of our efforts.”
A partnership built for privacy-first advertising
As audience fragmentation continues to challenge marketers, the partnership with LiveRamp enables REA to offer solutions that support privacy-first advertising. Melanie Hoptman, managing director, APAC at LiveRamp, highlighted the strategic importance of this collaboration. “REA Group is a leader in the Australian market, and this partnership will help advertisers reach consumers at critical moments in their journeys while ensuring privacy compliance. Together, we’re making data collaboration more impactful and value-driven for all stakeholders,” she said.
With privacy concerns and new regulations on the horizon, REA Group’s commitment to data transparency and consumer consent positions them as a leader in privacy-conscious advertising, offering innovative solutions that give brands the confidence to engage Australian audiences effectively.
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Top image: Rob Hudson