Global online destination for home furnishings and décor, Wayfair, has announced the launch of its proprietary display advertising platform ‘Magellan’, as well as the launch of a program integration on the hit HGTV® home improvement and house flipping series Brother vs. BrotherTM.

Magellan was built in-house by Wayfair’s engineering, data science, and marketing teams to enhance the efficiency of display advertising campaigns through deeper insights into target audiences and real-time optimisation.

Ed Macri, chief product and marketing officer, Wayfair, said: “With Magellan, Wayfair has end-to-end management of display advertising campaigns which will allow us to focus solely on the audiences for which our content is truly relevant to drive incremental value from this channel.”

Wayfair has also linked up Brother vs. Brother TV series, with the homes to be decorated and furnished with products from Wayfair.com over six episodes.

Nancy Go, vice president of brand marketing, Wayfair, added: “On the heels of our successful integrations with HGTV programs Ellen’s Design Challenge and Beach FlipTM, we are delighted to enter into our third year of integration with Brother vs. Brother.

“We see that consumers are responding well to this type of experience, where they can watch the brothers in action and take the show’s ideas and inspiration right to their own homes.”