99.co unveils programmatic ad tool that runs campaigns beyond its own ecosystem


Real estate platform 99.co has partnered Google to launch a programmatic ad solution that enables advertisers to reach audience beyond its own ecosystem and into extended ad-networks such as Google and Facebook. Named PowerPusher, the platform was built using Facebook and Google APIs and is rolled out in Singapore and Indonesia.

PowerPusher enables advertisers to run programmatic ad campaigns in as short as 60 seconds and can boost ROI by up to seven times. The automated solution looks to serve advertisers who are interested in targeting 99.co's audience, starting with property agents. The product, which was built in-house, has been in private beta since July 2019. The company estimates PowerPusher to save an average agent 30 hours a month, addressing the concerns of those who find launching ad campaigns "time-consuming and tedious" or "intimidating".

While PowerPusher is currently accessible to all agents who are registered and have listings with 99.co, the capability will be extended to non-agent advertisers, as well as expanded to more networks and formats such as YouTube.

“We have one of the most valuable audience in any market - property seekers. Not only property is the single largest purchase anyone would ever make, it also comes with many related purchases ranging from mortgages to interior design to home electronics," 99.co CEO Darius Cheung said.

Jesslyn Kwong, 99.co’s perfomance marketing lead and product manager for PowerPusher, said the solution will utilise the company's proprietary data, such as the users’ search history, property location, price range, property segment, browsing history and keywords, and optimised it with AI to learn how to target relevant audience over time.

"We have been doing this in-house for our own ad spend for the last two years and it’s only a natural extension to productise it and offer to the advertisers in our ecosystem," she added.

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