5-15-13
Pandora says it is integrating a new e-Business advertising technology solution that will allow for "frictionless planning and buying for media buyers." Pandora Chief Revenue Officer John Trimble says, "With this new solution, we are combining the ease of buying traditional radio with the accountability of digital by enabling a more seamless, end-to-end platform from planning through the final billing transaction." The new platform integrates the largest media buying software platforms, Mediaocean and STRATA, with proprietary software built by Pandora's engineering team in conjunction with Pandora's ad operations and billing teams.
Pandora says this marks the launch of the final stage of its plans to fully integrate Pandora into media buying platforms. The first step, announced in May 2012, was the launch of Triton Digital's measurement of Pandora in traditional radio metrics such as AQH and Cume. The second phase, announced in March 2013, integrated Pandora audience data via Triton ratings into the Mediaocean and STRATA media buying platforms.
