REA Group and LiveRamp Launch Privacy-First Advertising Solution

• REA Group and LiveRamp have introduced a privacy-first advertising solution designed to enhance audience targeting.
• The LiveRamp Clean Room facilitates secure data collaboration, optimising campaign effectiveness.
• The new tools prioritise privacy while delivering actionable insights and improved targeting capabilities.

REA Group is transforming the Australian advertising landscape by launching a new suite of solutions that deliver actionable analytics, enhanced customisation, and greater transparency. This innovative product allows clients to target ads more precisely while giving them more control over their data usage.

In a strategic move, REA Group has teamed up with LiveRamp, a leader in data collaboration, to create a first-of-its-kind property audience platform. This service will initially be available to REA’s media customers, with a planned launch in early 2025.

At the heart of this collaboration is the LiveRamp Clean Room, powered by Habu, which will provide a secure and controlled space for data sharing. This environment will allow REA to offer marketers exclusive insights by blending their first-party data with the vast, highly engaged audience of property seekers on realestate.com.au, Australia’s largest platform of its kind.

A New Era of Data Collaboration and Ad Personalisation

The partnership between REA Group and LiveRamp marks a groundbreaking shift in how advertisers approach audience targeting. This platform will empower advertisers with clean, actionable data, allowing them to optimise campaigns, tailor content more precisely, and gain deeper insights into their audience’s behaviour.

Rob Hudson, REA Group’s National Sales Director (Media), emphasised the importance of the data clean room in advancing REA’s commitment to delivering greater value to its clients. “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,” Rob shared. “We’re delighted to partner with LiveRamp to provide REA customers with optimised insights that support the execution of their advertising campaigns.”

With this initiative, REA seeks to leverage its established strengths while helping marketers navigate the increasingly complex digital landscape. These new tools will also prioritise customer privacy, ensuring that best practices in data protection and security are upheld throughout. 

Targeting Audiences More Effectively with Privacy-First Solutions

The data clean room technology will allow advertisers to match their first-party data with realestate.com.au’s vast audience, enabling more precise targeting of property seekers. This not only increases the relevance of ads but also enhances campaign measurement, providing deeper insights into performance.

At the core of this project is a strong focus on consumer privacy. As audience fragmentation becomes a growing concern, REA is committed to maintaining the highest privacy standards and ensuring that all campaigns comply with evolving privacy regulations.

“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,” said Rob Hudson.

A Strategic Partnership for Privacy-Focused Advertising

The partnership between REA Group and LiveRamp underscores the company’s dedication to privacy-first advertising. Melanie Hoptman, Managing Director of APAC at LiveRamp, praised REA Group as a pioneer in the Australian market, stating, “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.”

This collaboration offers a solution for marketers who need to balance privacy compliance with precise audience targeting. By combining their strengths, REA and LiveRamp aim to enhance advertising effectiveness while providing marketers with advanced tools for data-driven decision-making.

Looking Ahead: The Future of Advertising with REA Group

As privacy concerns and evolving regulations reshape the advertising industry, REA Group is positioning itself at the forefront of privacy-conscious advertising with its innovative data collaboration solutions. Through its partnership with LiveRamp, REA is set to redefine how brands engage with Australian consumers, enabling more precise audience targeting and personalised campaigns.

This proactive strategy not only tackles current marketing challenges but also sets the stage for a new era of privacy-first, data-driven advertising. As REA Group continues to adapt to the evolving needs of both advertisers and consumers, its focus on delivering valuable insights while safeguarding privacy will be key to its success in the Australian advertising market.

Pioneering Privacy-Driven Advertising

REA Group’s launch of its innovative advertising solution sets a new benchmark for privacy-conscious advertising and data collaboration. Combining state-of-the-art technology with a deep understanding of the real estate industry, REA equips advertisers with powerful tools to navigate an increasingly complex and privacy-centric market. This collaboration with LiveRamp is poised to redefine the future of digital advertising in Australia, enabling brands to connect with their audiences in more impactful and effective ways.