Internet radio and music streaming service Pandora is focusing on programmatic audio, as the company seeks to build on a 1% year-on-year rise in ad revenue for 2016, according to its Q1 earnings call. The weak result reflects Pandora's decision to cut ad inventory by 10% to reverse a fall in the number of active listeners. In addition, Pandora has been looking at ways to expand into new markets beyond North America, including China, where it launched an app last month that allows users to listen to content from other countries. "Building the largest audio advertising platform on the web is our priority," said CEO Tim Westergren.
Internet radio and music streaming service Pandora is focusing on programmatic audio, as the company seeks to build on a 1% year-on-year rise in ad revenue for 2016, according to its Q1 earnings call. The weak result reflects Pandora's decision to cut ad inventory by 10% to reverse a fall in the number of active listeners. The April launch of Pandora's Premium subscription product has allowed the company to refocus on marketing. "Building the largest audio advertising platform on the web is our priority," said CEO Tim Westergren.