Nextdoor is betting neighborly gossip can give it an advertising edge

Nextdoor is launching a "neighborhood graph" for marketers. Smith Collection/Gado/Getty Images A version of this post appears in the CMO Insider newsletter. Sign up for Business Insider's weekly marketing newsletter . Nextdoor says it has a data advantage for marketers that Meta, Google, and Reddit can't match: neighborhood gossip. The hyperlocal social network exclusively told CMO Insider it's launching a new tool for advertisers called Neighborhood Intelligence. The company has mapped 350,000 individual neighborhoods — roughly 12 per ZIP code — to create what it calls a neighborhood graph. Marketers can use the graph to see how people in different neighborhoods are talking about their brands and target specific geographies with ads on Nextdoor that speak directly to those conversations. An internet service provider might serve different ads to a neighborhood that's complaining about its reliability than to another that's griping about its fees.