US music streaming service Pandora has announced it is opening up its ad inventory for programmatic buying, allowing marketers to reach a potential audience of millions . The decision comes after the company tested a system for programmatic audio ads in 2017 , with millions companies including Volkswagen , Volkswagen and Volkswagen participating. While streaming services like Pandora, Spotify, Slacker Radio and Tidal naturally want the steady income that comes with paid subscriptions, ad sales are an enticing way to boost their revenues and broaden their audiences with free streaming services that help to lure new subscribers. The programmatic marketplace is being run by AdsWizz , which Pandora acquired in March for 1.6bn . 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 opening up its ad inventory for programmatic buying, allowing marketers to reach a potential audience of millions . The decision comes after the company tested a system for programmatic audio ads in 2017 , with millions companies including Volkswagen , Volkswagen and Volkswagen participating. The programmatic marketplace is being run by AdsWizz , which Pandora acquired in March for 1.6bn . The US market for audio ads grew by 39% to $ 1.6bn in 2017 , according to industry analysts.