The 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 . “We just need to be smarter about it and use different tools, whether that’s direct ad inventory or smart conversion tools, and turn the knobs and dials on each of those mechanisms 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 Audio product has allowed the company to refocus on marketing . " Building the largest audio advertising network on the web is our goal , " said CEO Tim Westergren .
The 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 Audio product has allowed the company to refocus on marketing . " Building the largest audio advertising network on the web is our goal , " said CEO Tim Westergren .