Pandora rolls out programmatic audio ads through limited number of DSPs

Pandora is now offering programmatic audio ads in addition to its display and video ad programs. The streaming music service says its audio inventory is the largest programmatic audio marketplace available in the US, with an audience of nearly 73 million active listeners.

“Through Pandora’s premium programmatic offering, advertisers can easily bid on our suite of core display, video and audio ad products,” writes Pandora’s chief revenue officer, John Trimble. “With the acceleration of consumer tech adoption that is putting audio content at the center, I am excited for advertising’s future with [programmatic audio.]”

For now, advertisers will only have access to Pandora’s programmatic audio ads through the following DSPs: AdsWizz’s AudioMatic, The Trade Desk and MediaMath. In the announcement, Trimble says the site’s audio marketplace makes it possible to “… purchase Pandora’s premium audio inventory programmatically at unmatched scale, all within a brand-safe environment.”

Pandora’s programmatic audio ad program will give advertisers access to the site’s first-party demographic and location listener data and its proprietary audience segments and allow them to use their own data within campaigns.

Volkswagen was the first brand to use Pandora’s programmatic audio ads. Part of a pilot program, the Volkswagen campaign was executed by Omnicom Media Group’s agency, PHD, and was an exclusive collaboration between the agency and Pandora.

Pandora competitor Spotify launched programmatic audio ads in 2015, and then its self-serve platform for audio ads last September. According to The Trade Desk reports, audio ads drive a 24 percent higher recall rate, on average, compared to display advertising.