Pandora Is Auctioning Off Its In-App Banner Ads Programmatically
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Advertisers can now buy banner ads to run in Pandora’s mobile apps as easily as they can book a flight on Kayak.
The streaming radio service has built a private ad exchange to conduct live auctions in which advertisers can place bids for how much they’d be willing to pay for their ad to run in Pandora’s apps. These auctions allow brands to pinpoint the types of listeners they want to see their ad based on who’s listening to Pandora at a given moment, as opposed to advertising to a broader base of people over a longer period of time.
Pandora began operating such auctions last year for banner ads running on its website to fill some extra ad slots. But those advertisers were mainly using the auctions to advertise to people that had visited the advertisers’ sites. Later in 2014 Pandora looked into letting advertisers target their ads based on the service’s user data like age, gender and Zip code information that are provided when people sign up for Pandora. That would open up the auctions’ value beyond retargeting people already interested in a brand to people who may have never heard of a brand but fit the profile of the brand’s customer base.
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