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March 05, 2013

Pandora audience data will appear in media-buying platforms STRATA and Mediaocean's Donovan and Mediabank systems. That means radio buyers will be able to compare Pandora's audience information side-by-side with data from broadcast radio. STRATA and Mediaocean will be importing data from Triton Digital's Webcast Metrics Local.

Pandora Chief Revenue Office John Trimble said, "It's great to see STRATA and Mediaocean embrace innovation and respond to marketplace demand. 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."

STRATA President/CEO John Shelton said buyers' response to the addition of Pandora data has been "overwhelmingly positive."

STRATA integration was released in 2013, and all STRATA agencies have access to the Pandora data. Mediaocean is in beta, rolling out to Mediabank systems this month and to Donovan systems by the end of April.  

Via Radio Ink