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Catalano backs proptech advertising platform startup

Former Domain Chief Executive Officer, Antony Catalano, has announced his involvement in The Today Business, a media and proptech company designed to enable clients to make better property marketing decisions.

Mr Catalano, who recently purchased Nine’s regional newspapers has taken on the role of Chairman of the new company and told Fairfax that the platform had cost about $1 million and taken nine months to build.

The platform is intended to provide homeowners and developers with a mechanism to compare advertising platforms performance and spend.

This not only includes the traditional portals, but also non-traditional digital platforms such as Facebook as well as non-digital (print and other) platforms.

The company’s website indicates they have signed on clients such as The Agency, plus development groups Resimax, Caydon Property Group and Thirdi.

This gives the group a significant media spend from the get-go.

The new media agency has also announced an experienced executive team with background and experience from Domain Group, Metro Media Publishing (MMP) and other ventures such as houseandlanddevelopments.com.au (a startup launched by Catalano’s son Jordan).

“Selling your home is one of the biggest decisions you make in your life. And we believe vendors need access to more relevant, accurate, timely information through the campaign,” said The Today Group’s GM of Residential, Trent Casson.

“The reality is if we look at all of the media metrics that are available to us today – they have much clearer results of where buyers are coming from, where they interact, how long they interact for. And for The Today Business it was really a case of finding a better way to do business,” said Mr Catalano.

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