Barton: Highly targeted in-product advertising is perceived as valuable content, not spam
Rich Barton · Expedia & Zillow: Rich Barton · Jun 14, 2021 · at 45:29
Rich Barton, co-founder of Zillow, explains why monetizing Zillow with local real estate agent ads alongside property listings worked effectively without alienating users.
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“When you can have super targeted, relevant advertising in the product experience, it isn't viewed as intrusive or advertising by the consumer. It's actually viewed as valuable content. And so a real estate agent advertising alongside a listing to say, hey, if you have questions about this product, Property giving a buzz. Here's my number. Well, that seems helpful, and it is helpful, and it's advertising too.”
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