Zillow aimed to improve its advertising strategy by increasing the quality of online ad placements and incorporating more programmatic advertisements. To address concerns about brand suitability in programmatic ads, Zillow piloted a new strategy known as containerized RTB. This approach integrates intelligence within the sell-side platform, improving the granularity of engagement metrics. The pilot successfully identified optimal advertising environments, prioritizing quality over cost. This innovative strategy is part of a broader attempt to enhance Zillow's effectiveness in a competitive advertising landscape.
Zillow, a large real estate listings platform, sought to enhance its media mix by focusing on higher-quality online ad placements and increasing programmatic ads.
The pilot of containerized RTB allowed Zillow to discover optimal advertising environments while prioritizing quality over cost, a key goal outlined by Ed Wild.
Containerized RTB enabled deeper data insights for ad targeting, allowing Zillow to achieve better control over granular engagement metrics, enhancing overall ad effectiveness.
With more controls from the containerized version of the ad-buying model, Zillow aimed to circumvent conventional drawbacks of programmatic advertising, specifically brand safety concerns.
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