Spotify forecast that its paid subscribership will reach 85 million to 88 million by the end of September, pointing to Pandora's growing competition and suggesting the need to streamline its ad-buying system. 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 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 $145m. “Ad buyers are looking at this as an opportunity to get into the space that they have been missing out on,” said Scott Galloway, CEO of AdsWizz.
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 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 $145m. “Ad buyers are looking at this as an opportunity to get into the space that they have been missing out on,” said Scott Galloway, CEO of AdsWizz.