Dive Brief: 

• Zillow has purchased Trulia for $3.5 billion in stock, resulting in the formation of the largest real estate advertising entity in the U.S. 
• The merging of the nation's two biggest digital real estate firms will allow both to grab a bigger chunk of digital real-estate ads. 
• Current plans call for the firms to remain separate brands, as both have distinct audiences — a detail that could present some opportunities to advertisers to hit different audiences with similar messages. 

Dive Insight: 

The acquisition will bring some power to both Zillow and Trulia in the digital real estate market. It'll be interesting to see if this forms some kind of monopoly in the space, since both are already at the top of the game. Overall, it's good news for real estate advertisers, as the deal opens more opportunities to reach wider audiences and make advances in mobile.