CASE STUDY 02: FOR LEADING REAL ESTATE PUBLISHER PLATFORM
66% RPM Lift Through Product Monetization & Strategic Optimization
The Largest Real Estate Platform Sought To Introduce Less Intrusive Advertising While Increasing Yield To Maximize Revenue Efficiency
The ChallengeBalancing Revenue & User Experience
Zillow aimed to reduce ad density to improve user experience while continuing to grow revenue. Doing both required tight alignment across product, revenue, engineering, and partners, but teams were operating against different goals and timelines.
The DiscoveryMonetization in Silos
Working cross functionally, it became clear the issue was not demand or scale, but coordination. Monetization decisions were being made in silos, without a shared strategy or clear ownership across teams.
The BreakthroughStrategic Alignment
By aligning stakeholders around a clear product and monetization strategy, we executed a coordinated program of changes. Higher yielding formats were tested in premium placements, new partners were onboarded intentionally, and header bidding was introduced to improve auction dynamics and yield incrementality.
Measurable ImpactThe Transformation
Zillow successfully reduced overall ad volume while increasing revenue, improved page performance, and built a more sustainable monetization model centered on quality, efficiency, and user experience.