What are the benefits of Pandora going programmatic for advertisers?
Of all the recent changes at Pandora, going programmatic brings the most significant benefits for advertisers:
1. Enhanced targeting. The targeting capabilities through a DSP are typically much more robust than what’s available through a publisher direct buy. Now, Pandora’s advertisers have the ability to layer on sophisticated geotargeting, to seamlessly integrate first-party data, to access thousands of third-party audience segments, to apply enhanced optimization, and more to customize their campaigns.
2. Expanded reach. Typically, each household only uses one audio platform, be it Spotify, Pandora, iHeartRadio, or something else. It’s similar to selecting a cable provider. You choose one and then access the account across all of your devices. Advertisers who purchased audio exclusively through programmatic pipes in the past weren’t reaching the majority of Pandora households. Now, they can tap into Pandora households through the same programmatic platforms that they use to buy their other audio inventory.
3. Holistic reporting. Previously, advertisers buying Pandora inventory had to get it direct from Pandora. This meant that after the campaign, advertises needed to pull any reports from Pandora and manually integrate them with other media reports to compare how each channel performed. Being able to buy Pandora advertising on programmatic pipes gives advertisers all their reporting in one place.