What’s Really Possible; The New Home Takeover
POSSIBLE is over the AI hype; real estate is going tech; and Snap dips its toes into branded agents.
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Zillow
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OPINION: Data-Driven ThinkingSearch Without Clicks: Rethinking Brand SEO In An AI-Fragmented Journey
ChatGPT and others continued the fragmentation of the search journey, which today hops between platforms and intents. The funnel no longer exists. Here’s how to pivot your brand’s SEO/GEO strategy.
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Zillow Pilots Containerized RTB, As It Rethinks The Equation Of Quality And Cost
Zillow is the pilot brand advertiser to test a new programmatic buying strategy known as containerized RTB. The strategy embeds the DSP or ad-buying platform intelligence, in this case the startup Chalice Custom Algorithms, within the SSP, which is Index Exchange.
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Why Zillow’s CMO Is Leaning Into Advertising, Even As The Real Estate Market Dries Up
It’s difficult to buy or sell homes when everyone is stuck inside. But instead of staying quiet during the coronavirus pandemic, the online real estate resource Zillow wanted its brand to show up. In a situation “where the market is not moving,” at least at the outset of shelter-in-place orders, Zillow’s CMO Aimee Johnson wanted […]