PropertGuru to manage media in-house, moving forward

June 25, 2019

Leading Singaporean-based property platform, PropertyGuru has decided to cease outsourcing its media in a move to become more integrated with its pool of first-party data and offer an overall better user experience, says the website's Chief Marketing Officer, Bjorn Sprengers.

Sprengers claims the decision to take its media in-house its media was driven by ‘more strategic considerations’ and not a reflection on its media agency's performance.

“PropertyGuru’s has 25 million monthly visitors across our markets and to optimize their user experience, and with user consent, we gather a wealth of information about these visitors. The ability to act on that information to the benefit of the visitor is what sits at the core of PropertyGuru’s mission,” explained Sprengers..

“The insights gained in the process, give us a tremendous advantage in selecting and optimizing the right content and media. An external agency is less well positioned to leverage that asset than a well-organized internal team is.”

The brand has always seen itself as a technology company that is more than a property search portal which helps consumers make more confident decisions with AI and machine learning.

Now, it is building programmatic knowledge and expertise internally to use its first-party data when buying media, with the view of owning the entire programmatic tech stack in the long term with its own data management platform (DMP) and demand-side platform (DSP).

Sprengers, whose remit now also includes fintech, says that since PropertyGuru streamlined the way it plans and buys media after bringing it in-house, he has noticed great improvements in media efficiencies, especially in the online buys.

Read more here

Join us in Madrid, November 12-15 for the Global Online Marketplaces Summit.

Property Portal Watch Madrid Summit 2019

June 25, 2019

Subscribe to our mailing list to get the famous, free Friday newsletter!

News and analysis to help build better online marketplace businesses, in your inbox, every Friday

Related News

Cooperrocketacq
Rocket to Acquire Mr Cooper Mortgage Service for $9.4 Billion

Rocket Companies has announced a $9.4 billion all-share deal to acquire Mr. Cooper, the largest mortgage servicer in the United...

Read More
Scout24 German Houses 1
Scout24 Closes Another Data-Focused Acquisition

Germany-based marketplace operator Scout24 has continued its expansion into real estate data with the acquisition of Austrian proptech firm ImmoUnited....

Read More
People Roundup 28Mar 2
People Roundup: Aviv Group, Pisos.com, Kleinanzeigen, REA India, Anjuke

There have been several high profile C-suite moves in this week's People Roundup. We'll start in Europe...   Europe: Aviv...

Read More
Product Update 2025Mar28 3
Product and Services Roundup: Zoopla, ViewIt

This week's Product Roundup starts in the UK, where it's all about Zoopla...   UK: Zoopla's MyHome product is used...

Read More

Editor's Pick