News Corp Australia's property media business REA Group is set to launch a new suite of privacy-first advertising products that aim to provide actionable insights and deeper personalisation for customer campaigns, while also offering consumers more transparency and control over their data.

In collaboration with LiveRamp, a leading data collaboration platform, REA has developed a property audience collaboration product, a first in Australia. The solution will initially be available to media customers and is set to launch in early 2025.

The LiveRamp Clean Room, powered by Habu, will create a secure and controlled data collaboration environment with approved partners, allowing REA to deliver unparalleled insights to advertisers. The technology will enable advertisers to match first-party data against Australia's largest and most engaged audience of property seekers on realestate.com.au.

REA Group National Sales Director (Media), Rob Hudson, said: "Our personalisation strategy is at the core of realestate.com.au’s audience leadership, with more than 11.9 million Australians visiting realestate.com.au on average each month. We’re delighted to partner with LiveRamp to provide REA customers with optimised insights that support the execution of their advertising campaigns.

"We know the industry is grappling with audience fragmentation and upcoming privacy legislation changes will shine an even brighter spotlight on data use. REA is committed to privacy best practices, and we continue to invest heavily in uplifting our privacy capabilities while ensuring we have appropriate consumer consent."

Managing Director, APAC, LiveRamp, Melanie Hoptman, said: "As the leader in the Australian market, REA Group is a key partner not just for LiveRamp, but for marketers looking to reach consumers during critical parts of their journeys. We’re excited to help REA provide more impactful marketing and privacy-centric data collaboration to its advertisers, helping all sides to drive more business value."