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.
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. The US market for audio ads grew by 39% to $1.6bn in 2017, according to industry analysts.