Sociable: Pinterest partners with Zillow for ad targeting

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Through the deal, the real estate platform can target app users with ads based on specialty consumer segments including fixer-uppers and home buyers.

“Sociable” is the latest commentary on important social media developments and trends from industry expert Andrew Hutchinson of Social Media Today.

Pinterest and real estate marketplace Zillow announced a new partnership on Wednesday that will enable Zillow Elevate advertisers to target Pinners via Pinterest’s Media Network Connect option.

Pinterest’s Media Network Connect , which is available within Pinterest Ads Manager, enables external media networks to securely share first-party audience segments, as well as product catalogs and conversion metrics, with brand advertising partners.

The partnership with Zillow will let advertisers display their ads to Pinners based on Zillow consumer segments, providing another way to reach potentially interested shoppers in different categories.

Zillow Elevate partners will be able to target users based on 34 different Zillow consumer segments, including buyers, renters, sellers and homeowners. Zillow’s audience segmentation also includes specialty groups, such as fixer-upper shoppers and recent homeowners, which Pin advertisers will now be able to reach using increasingly targeted campaigns.

As explained by Zillow: “Drawing on real data regarding Zillow users’ behavior and more than 200 housing-related signals, rather than broad demographic assumptions, brands can reach specific audiences with high precision.”

This could be a valuable addition to Pinterest’s broadening ad partnership network, providing a direct focus on home buyers, décor planners and renovators and offering specific real estate data and insights.

“People dream about their next space for months, pinning paint colors, saving fixer-upper inspiration and planning renovations before they ever sign a lease or close on a house,” Zillow said. “Pinterest is where people intentionally plan what’s next. Now, Zillow Elevate is making it possible for brands to meet future homeowners and renters right when inspiration strikes.”

The partnership is another way for Pinterest to grow its ad business and use its external insights and tools to drive improved ad performance.

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