Early yesterday morning Pandora announced the formation of a new private marketplace for programmatic audio, which sent the trades into a frenzy.
While prog audio has been around for a few years nobody has been able to scale it and bring as much data to the game as Pandora will.
The attached RAIN link summed it up nicely by saying, “One of Pandora’s key selling points is the epochal mountain of first-party data it can use to get the ads into receptive ears.”
Right now The Trade Desk is the only active DSP, but others like AdsWhiz, MediaMath, etc. will be certified in the coming weeks.
When you think about how many clients those DSPs represent and how many audio impressions that can be matched to 75M+ monthly users listening for 20+ hours per month, you really get a sense of how quickly this can scale.
For years Pandora has stayed on mission by saying they would do audio programmatic when they could do it right. Apparently the “right” day was yesterday!