Redfin taps Magnite for advertising tech

In an announcement made today, Redfin (NASDAQ: RDFN) has selected Magnite (NASDAQ: MGNI) as its preferred supply-side platform (SSP) to power data-driven advertising deals. This partnership aims to connect advertisers with exclusive real estate audiences during key moments of their home-buying journey, leveraging Magnite's programmatic technology infrastructure.

The collaboration comes at a significant moment for both companies, with Redfin seeking to expand its advertising capabilities through its Commerce Media Network while Magnite continues to strengthen its position as the largest independent sell-side advertising company in the market.

Strategic significance for marketers

For marketing professionals, this partnership represents a substantial opportunity to access Redfin's audience of 46 million upwardly mobile customers across various stages of the property purchasing process. The alliance creates a unique advertising ecosystem that combines Redfin's detailed consumer insights with Magnite's sophisticated ad delivery capabilities.

Conny Mirza, General Manager of Digital Ads and Partnerships at Redfin, highlighted the strategic importance of this collaboration in today's announcement. "As we build Redfin's Commerce Media Network, we're partnering with leading brands and platforms to connect high-intent homebuyers and movers with the right products and services at pivotal moments in their journey—creating meaningful value for both advertisers and consumers," said Mirza.

This partnership marks a significant evolution in how brands can target consumers during major life events. Home buying and moving represent critical moments when consumers make numerous high-value purchasing decisions across multiple categories. The ability to precisely identify and reach these consumers at exactly the right moment has been a persistent challenge for marketers—one that this partnership aims to address through technological innovation.

The technical foundation of this partnership centers on Magnite's programmatic advertising technology, which enables real-time bidding and automated ad placement across Redfin's digital properties. Amit Grover, Head of Programmatic Partnerships at Redfin, emphasized the technological benefits of the partnership. "Our collaboration with Magnite gives us the tools to package and activate that opportunity through scalable, transparent programmatic solutions," said Grover.

What distinguishes this partnership is Redfin's ability to identify precise moments in the consumer journey using its proprietary data. The company's vast network encompasses multiple platforms including Redfin.com, Rent.com, ApartmentGuide.com, and WalkScore.com, providing both national scale and hyperlocal targeting capabilities within a brand-safe environment.

Redfin's sophisticated intent signals allow it to determine when people are planning to move, their destination locations, and the type of homes they're seeking. This creates opportunities for marketers to reach high-value, difficult-to-access consumer segments at moments when purchasing decisions are actively being formed.

This partnership doesn't exist in isolation but represents part of a larger trend in the advertising technology landscape. Magnite has been expanding its partnerships across multiple sectors in recent months. The company extended its collaboration with Disney for an additional two years in October 2024, adding Latin American markets, live sports, and podcast monetization to their existing relationship.

Additionally, Magnite reported strong financial performance in its Q3 2024 results, with connected TV advertising showing particularly robust growth of 23% year-over-year. The company has also formed strategic partnerships with streaming platforms like Netflix, further establishing its position in the digital advertising ecosystem.

Ashley Wheeler, SVP, DV+ Platform at Magnite, contextualized the Redfin partnership within this broader strategy. "Redfin is a trusted source for millions of homebuyers and renters and their insights provide advertisers with a unique opportunity to reach consumers at key decision-making moments," said Wheeler. "We're excited to work closely with the Redfin team to enrich their omnichannel inventory and create more impactful advertising experiences."

Redfin, established in 2004 and headquartered in Seattle, operates as a technology-powered real estate company that helps people find homes through its brokerage, rentals, lending, and title insurance services. The company runs what it describes as "the country's #1 real estate brokerage site" and serves approximately 100 markets across the United States and Canada with over 4,000 employees. According to the company, its customers have saved more than $1.8 billion in commissions since its launch.

Magnite, trading under NASDAQ: MGNI, positions itself as the world's largest independent sell-side advertising company. Publishers utilize Magnite's technology to monetize content across various formats including connected TV, online video, display, and audio. The company maintains offices across North America, EMEA, LATAM, and APAC, with locations in New York City, Los Angeles, Denver, London, Singapore, and Sydney.

The partnership signals Redfin's ambitions to develop its advertising business as a complementary revenue stream alongside its core real estate services. For Magnite, adding Redfin to its client portfolio strengthens its position in the competitive ad tech landscape, particularly as it relates to high-value audience segments.

Marketing professionals should watch for several developments from this partnership in coming months:

1. Enhanced targeting capabilities that leverage Redfin's first-party data across the homebuying journey
2. New advertising formats specifically designed for real estate audiences
3. Integration of Redfin's audience data with other advertising platforms
4. Potential expansion of the Commerce Media Network concept to additional real estate services

As consumers increasingly research major life decisions like home purchases online, partnerships like this one demonstrate how data from those interactions is becoming a valuable asset that companies can monetize through sophisticated advertising technology.

Timeline

• May 14, 2025: Redfin announces partnership with Magnite as preferred SSP
• April 16, 2025: Western Union partners with Magnite for media network expansion
• April 9, 2025: Samsung Ads and Magnite expand global partnership for enhanced audience addressability
• March 10, 2025: Rocket Mortgage announces acquisition of Redfin in $1.75 billion all-stock deal
• January 14, 2025: FIFA+ selects Magnite as global programmatic advertising provider
• December 15, 2024: LG Ad Solutions and Magnite strengthen collaboration across multiple continents
• October 23, 2024: Disney renews two-year partnership with Magnite for programmatic advertising
• November 9, 2024: Magnite reports strong Q3 2024 results with 23% growth in CTV revenue
• August 12, 2024: Magnite announces partnership with Netflix for programmatic advertising solutions