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Realtor.com has selected independent Crossmedia as its digital media agency of record as it ramps up its digital media investment and tries to drill down on audience identification.

Realtor.com still works with creative agency Pereira & O'Dell, which created its new TV and digital campaign called "The Home of Home Search." The campaign, which will debut during the Season 2 premiere of "The Handmaid's Tale," suggest buyers need the site to find features like a backyard "where your dog can act like a dog" or a chef's kitchen where you can learn how to cook. Andrew Strickman, Realtor.com's head of brand and chief creative, said it's the biggest campaign the brand has run to date.

Strickman, who said the brand hadn't previously worked with a digital-focused media agency, noted that the brand is increasing its digital media investment by almost 80 percent and wanted to start approaching digital media with an eye toward "stronger and better audience identification." He said Realtor.com has a strong performance media team within the company, but wanted Crossmedia's background in audience identification, targeting, analytics and experience building brands online.

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