Billboard: Pandora Opens Up Audience Data to Media Buyers
By Billboard Staff, New York
In yet another sign of the changing media landscape, Pandora announced today that it will make what is perhaps their biggest resource other than music, their audience data, available to two media buying platforms, STRATA and Mediaocean's "Donovan" and "Mediabank" products.
Pandora's chief revenue officer John Trimble was unsurprisingly torch-bearing for his company and industry, all but casting traditional radio aside in a statement released earlier today. "With consumers shifting from broadcast to internet radio, it's important to have the industry adopt technology to help advertisers make smarter planning and buying decisions. The integrations will help advertisers understand the power of internet radio and make the smartest buying decision at both the national and local levels," Trimble said.
Customers are "extremely excited about this opportunity to offer Pandora to their advertising clients," said STRATA president John Shelton.
The radio advertising industry is a $14 billion dollar annual business, and Pandora's move today will allow that industry to better target their dollars and, probably what Pandora is hoping, spend more money on the space. Likewise, the move makes STRATA and Mediaocean's products far more attractive to potential clients.
STRATA gave its customers access to the new data in January of this year, while Mediaocean's integration of the new ocean of data will roll out in mid-March.