Audience Town announces new hires and strategic investment

Property Editor

December 9, 2019

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The new funding will help accelerate data and software optimization to improve real estate advertising performance and execution across all media channels to reach as many consumers as possible.

Annual real estate advertising totals $30 billion making it the 3rd largest advertising category in the US, but remains unaddressed by the innovation in marketing and advertising technology. 

Audience Town, a vertical advertising platform for real estate companies, has announced a first-round of funding led by MathCapital with participation from multiple angel investors. With the investment comes a commercial partnership with global data management and advertising technology platform, MediaMath, providing Audience Town with world-class software and analytics resources required to build a platform for such an expensive product category.

Annual real estate advertising totals $30 billion making it the 3rd largest advertising category in the US, but remains unaddressed by the innovation in marketing and advertising technology. This new round of funding will accelerate the data and software to improve real estate advertising performance and execution across mobile, video, desktop, TV, outdoor, and the billions of devices consumers use to stay connected.

Top builders, brokerages, and commercial property owners are already working with Audience Town to qualify people early in the search process and engage them to become clients.

Lindsay Listanski, the Senior Director of National Marketing at Realogy has worked with the major advertising platforms while at Coldwell Banker, Realogy and Climb. “I’ve been a long-time advocate for using data for targeted advertising but haven’t really seen a company able to turn that into reality like Audience Town can. I’m excited for a fellow New Jersey company to help our industry leap forward.”

"We are bringing decades of experience in data-driven advertising to the $47 trillion US real estate market.

"With this funding, access to MediaMath’s technology platform, and the onboarding of two new executives, we can create a platform specialized for residential and commercial builders, brokerages, property owners, iBuyers, and the entire ecosystem at a much more sophisticated and broader scale."

— Ed Carey, Founder & CEO of Audience Town

“We have known this founding team for over a decade and admire how they have applied a vertical approach to data, tech and content to a massive industry and category like real estate.” says Eric Franchi, Operating Partner at MathCapital. “We are also excited to support a Newark, NJ-based startup.”

Anthony Greco, COO of Audience Town, added:

“Given our early revenue traction and product market fit, we were able to attract sophisticated and experienced investors for our first round of funding. These investors believe in our vision and team.”

In addition to the recent funding news, two new founding executives have joined Audience Town to accelerate product and revenue. John Peragine has joined as Chief Revenue Officer from The Rubicon Project, where he most recently led global video from pre-revenue to a nine-figure business. Greg Cappello has joined as Chief Product Officer overseeing data, technology, and commercialization of the platform. Greg joined from leading mobile tech firm Kargo where he held the SVP, Marketing role. Prior to Kargo, Greg led ad product for Undertone through its most important growth period and acquisition by a publicly traded firm.

Industry Support of Audience Town

Chris Drayer, CEO and Co-Founder of real estate data company Revaluate says:

“Our artificial intelligence is able to predict who is going to move in the next six months. I am excited to partner with Audience Town because they understand how marketing teams can leverage our predictive data about home movers in new ways. We see it as a great channel into the advertising markets.”

Ryan Clune, Director of Digital Marketing at K. Hovnanian Homes, a top 20 national builder, says:

 “We do a lot of research about who buys our new construction communities and Audience Town is able to find those specific audiences online using a unique blend of offline and online data.”

As Head of Ad Sales for McClatchy, a leader in local media with 30 newspapers across the country, Nick Johnson wants his real estate advertising clients to get more from the web using Audience Town. “Real estate is ultimately a local business and our advertisers want a way to target home buyers and sellers that marries content, data and tech in new ways. Audience Town gives McClatchy advertisers a better way to target people likely-to-move.”

SOURCE Audience Town

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Acerca de Lucas Vargas:

  • Empezó en Grupo ZAP como el VP de Sales y en 2016 cuando la empresa tenía 60 empleados. Fue nombrado COO de VivaReal tomando el mando de Brian Requarth el Co-Fundador. VivaReal lanzó en Colombia y se trasladó a Brasil. En 2017 se hizo CEO del Grupo ZAP.
  • Ha trabajado en Mexico en PWC y en el Banco Santander
  • Tiene un Master de Business Administration de Harvard
  • En noviembre este año después de la fusión de OLX Brasil y Grupo ZAP fue nombrado el CEO del OLX Business Unit. Lidera la empresa junto con Andries Oudshoorn y Marcos Leite
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Simon Baker is the Founder and Executive Chairman of Online Marketplaces and Property Portal Watch. Involved with property portals for 15 years, he’s a well-recognized expert and industry consultant.
As former CEO/MD of the REA Group for 8 years, Simon led the group to its current market-leading position. When he joined REA Group in 2001, it had $4m in revenues, $6m in losses and an $8m market cap.
By 2008, the company presided over $155m in revenues, $35m in EBITDA and enjoyed a peak market cap of $1b. Simon is currently Chairman of the Mitula Group and Real Estate Investar and a serial portal founder and, investor.