Advertisers can now target realestate.com.au visitors down to their potential new suburb and property type after REA Group re-engineered its adserver. SAS, the adserver provider, has also upgraded the publisher’s latency giving advertisers access to live reporting of campaigns.
REA Group’s executive manager, technical & ad operations, Duncan Procter told Which-50 advertisers can now see a live report of campaigns at any time.
“You can see how the creatives are performing in terms of clicks, and leads and all the various metrics,” Procter said.
“[But] because we’re talking about hundreds of people logging in and requesting data from our adserver it’s not something a normal adserver would handle.”
Typically it had only been campaign managers within a publisher accessing the report data, according to Procter, which kept latency requirements relatively low. But now with live reporting, lower latency requirements meant the adserver needed extra server capacity.
“The capacity might have been 50 users hitting at one time [in the past]. We expanded that to 1,000 users.”
The adserver upgrade has also improved the accuracy of REA’s inventory, Procter said. Realestate.com.au has listings from over 16,000 Australian suburbs which are offered to advertisers as suburb packages.
“We need to [be able to] look up the inventory so that we can sell those suburb packages,” Procter said.
“Previous adservers really couldn’t handle that granularity because of the sampling that they would do. So that’s some granular targeting that meant that every single drop of impression [can be] packaged up to sell to our clients.”
While other vendors offered similar service, Procter says the SAS adserver did so with more accuracy which means more premium inventory to offer REA customers, typically property developers, residential agencies, and commercial buildings.
A property developer could, for example, buy highly targeted advertising on the REA platforms. The developer could target home buyers based on which suburb they are researching and the price of properties they are looking at. Customers can also be segmented further for things like how many garage spaces and bedrooms they want, Procter said. Customers who do engage with the advertising can also be recorded as leads for clients.
That level of data has been difficult for typical adservers, according to Procter, often leading to problems with forecasting.
“The more granular targeting you throw on top the harder it is for a forecasting engine to work out what the available inventory is and that’s where SAS comes in, they’re very accurate at that.”