Nextdoor CRO makes a call for advertisers

Private social network for neighborhoods, Nextdoor, is rooted in most neighborhoods in the United States. In fact, Nextdoor is active in 190,000 neighborhoods which cover 90% of the country.

But many in the advertising business haven’t yet worked with Nextdoor, which started selling ads less than two years ago.

Leading that advertising push is Lauren Nemeth, a Google, AppNexus and Turn alumna. She became Nextdoor’s chief revenue officer a year ago and focuses on three lines of business: selling to national advertisers, real estate ads and a small business offering.

Nextdoor has connected national advertisers like Chrysler, Lowe’s and home security company Ring to neighbors across America. Home security, real estate and home improvement companies adopted the platform early, partly due to the match between the site’s context and its advertising.

Nextdoor’s advertising revenue tripled in the past year. In December 2018, it set up programmatic pipes to supplement its direct-to-advertiser businesses. It will only sell its inventory through private marketplaces.

Nextdoor also allows marketers to onboard data, offering a mimic to Facebook’s top performing Custom Audiences product. Nextdoor’s confidence in a user’s identity, however, goes one step beyond Facebook. Members must verify their address to confirm they live where they say they do.

The strength of Nextdoor’s data, however, could become a liability as consumers demand more privacy. Nextdoor matches addresses to home valuations and how long users have lived there to help its real estate business and advertisers – and users may consider that data to be sensitive.

When GDPR went into effect last year, Nextdoor proactively made its users stateside and abroad in the United Kingdom, Netherlands, Germany, France, Spain, Italy and Australia consent to its terms.

Nemeth talked to AdExchanger about building Nextdoor’s advertising business.

AdExchanger: What’s ahead for 2019?

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