Pandora Integrates With 3 Media Buying Platforms - Quick Facts

(RTTNews.com) - Pandora ( P ), the internet radio service, said its audience data would appear in three media buying platforms, comprising STRATA and Mediaocean's Donovan and Mediabank stewardship systems. This integration would enable the company to have both broadcast and internet radio, accessing the $14 billion spent on U.S. spot radio advertising annually. The company added that radio buyers can compare Pandora's audience data side-by-side with broadcast radio stations country-wide.

STRATA and Mediaocean would import Triton Digital's Webcast Metrics Local or WCML data into their software platforms, allowing radio buyers to view Pandora national and local audience ratings.

Earlier to the integrations, radio buyers using STRATA and Mediaocean systems were manually researching Pandora audience ratings, but now they have an easy and efficient way to evaluate Pandora audience size and rankings to make informed decisions about their media mix, the company said.

STRATA's integration was released in January 2013 and all STRATA agencies can currently access Pandora audience data. Currently, Mediaocean is in beta release with rollout to Mediabank systems in mid-March 2013 and Donovan systems by April 2013 end.

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