Pandora and SoundCloud Strike Ad Sales Partnership
By far yesterday’s biggest news in streaming was the announcement that Pandora is partnering with SoundCloud to exclusively sell their ad inventory in the US. The deal marries the world’s largest user-uploaded audio platform with the largest streamer in the US, to create a platform with a combined addressable audience of over 100M listeners. Now advertisers will be able purchase Audio, Video and Display ads on SoundCloud directly from Pandora.
What makes this partnership so intriguing is that both streamers have a complete set of registered user data. Up until now advertisers looking to buy across audio networks were stuck with broadcast-only properties or a mixed bag of registered and non-registered streaming listeners. Since Pandora and SoundCloud have first party data on their listeners, brands can now buy a large scale audio network with the targeting precision and attribution tracking of digital. This one feels like a step in the right direction for the entire audio industry.