Zillow has always seen itself as a media company. The real estate site, which launched in early 2006, has continued to ad features and listings that are very real-estate centric. But with the introduction of its “DirectAds” program it has become something else — a site that uses its considerable data and data-mining capabilities to allow for precision ad targeting based on location, income and other variables. In fact, this is probably the most precise geotargeting ad capability online: down to the house.
The rest of this post is at SEL.