US music streaming service Pandora has announced it is freeing up its ad inventory for programmatic buying , allowing it to reach a potential audience of millions . Still, mobile programmatic ad spending will reach $32.8 billion, or 70.4% of all programmatic digital display outlays in the U.S. this year, researcher eMarketer estimated. The decision comes after the company launched a system for programmatic audio ads in February , with 20 companies including Volkswagen , Procter & Gamble and Sony Pictures participating . The programmatic marketplace is being run by AdsWizz , which Pandora acquired in March for $ 145 m . The US market for audio ads grew by 39 % to $ 1.6bn in 2017 , according to industry analysts .
US music streaming service Pandora has announced it is freeing up its ad inventory for programmatic buying , allowing it to reach a potential audience of millions . The decision comes after the company launched a system for programmatic audio ads in February , with 20 companies including Volkswagen , Procter & Gamble and Sony Pictures participating . The programmatic marketplace is being run by AdsWizz , which Pandora acquired in March for $ 145 m . The US market for audio ads grew by 39 % to $ 1.6bn in 2017 , according to industry analysts .