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Zillow deal to buy Trulia creates real estate digital ad juggernaut
Zillow deal to buy Trulia creates real estate digital ad juggernaut

By the time many home shoppers call a real estate agent, they've already got a short list of properties — and data to support the prices they want to pay. Real estate information websites such as Zillow and Trulia have in short order revolutionized one of the world's oldest transactions. The $3.5-billion deal announced Monday for Zillow to buy Trulia creates a digital advertising juggernaut that could control more than 70% of online real estate searches. And it could further open up information about the market to buy and sell houses, while vacuuming up advertising dollars in the process. It also could add tension to the already uneasy relationship between the sites and...

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