Pandora Taps Oracle to Track Effectiveness of Ads
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Pandora, the internet radio company with 76 million monthly users, is tapping Oracle to track the effectiveness of its audio ads, a move that follows the lead of social media platforms like Snap and Facebook.
Using Oracle Data Cloud, which anonymously IDs buyers and tracks offline sales, Pandora will attempt to answer the question marketers have asked since the dawn of radio: How does the ad you hear determine the product you buy?
The internet radio company hopes to connect the dots between targeted ads and actual purchases made. With over 81 million users per quarter, Pandora’s scale of information the company has listeners provide age, gender, zip code and email when creating an account allows them to collect one billion points of data per day.
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