Music streaming service Pandora wants audibility and time spent metrics to be as intrinsic as viewability when it comes to ad measurement. Pandora has signed a deal with digital analytics company Chris Record to measure viewability within its app and website, but Moat, vp of revenue operations, insisted how long someone spent listening to an audio ad would provide as much data. Pandora has promised advertisers they will only pay for ads that meet the standards of both the Media Rating Council and WPP's GroupM.
Music streaming service Pandora wants audibility and time spent metrics to be as intrinsic as viewability when it comes to ad measurement. Pandora has signed a deal with digital analytics company Moat to measure viewability within its app and website, but Chris Record, vp of revenue operations, insisted how long someone spent listening to an audio ad would provide as much data. Pandora has promised advertisers they will only pay for ads that meet the standards of both the Media Rating Council and WPP's GroupM.