Digital Gabe
Cutting Edge Commentary On All Things Media

Programmatic Audio Goes Prime Time On Pandora

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Yesterday was a big day for Pandora and the entire digital audio sector.  As a prelude to yesterday’s Q2 Earnings call the audio streamer announced that Programmatic Audio has been released for general availability in the market.  This means advertisers now have the ability to transact Pandora’s bread-and-butter audio inventory programmatically, just like video and display ad units.  In addition, Pandora announced it would begin transacting on AdsWizz’s DSP.  This takes Pandora to three certified DSPs for Prog Audio, including The Trade Desk and MediaMath, with more expected to come online over the next several weeks.

While other audio streamers have launched programmatic capabilities over the past year, they haven’t had the combination of addressable scale and targeting capabilities that Pandora brings to the table.  It’s estimated that Pandora transacts over half of all the addressable streamed audio inventory in the US, derived from its 70M+ MAUs.  Since this audience is all self-registered brands have the ability to layer on advanced audience targeting to their programmatic buys, which finally fulfills the true promise of machine-to-machine audio buying.

 

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