How Pandora Aims to Double Its Number of Relevant Ads With Cross-Device Data


In a recent AdWeek story, Krux's Chief Marketing Office and Chief Strategy Officer Jon Suarez-Davis discusses how Krux works with Pandora on cross-device identification. 

Here's an excerpt:

Pandora last week said its third-quarter ad revenues rose 31 percent year over year to $255 million, seemingly underscoring the narrative that the digital music service attracts brands because of its engaged listening audience.

But in an increasingly fragmented media world, the Oakland, Calif.-based company—like so many tech platforms—strives to better target consumers across desktop and mobile screens. Not to mention, go toe-to-toe with for marketers' attention with Spotify and Apple Music.

So, it's been working with Krux, a data management platform that aims to increase the relevancy of the promos Pandora serves to its 78 million users. Pandora offers audio, video, display and native ads. 

"Eighty percent of Pandora's listening occurs in the Pandora app on mobile devices," said Dave Smith, vp of monetization and yield at Pandora. "However, most of the data in the ad ecosystem today is keyed by cookie. To deploy that data to make ads more relevant, we have to find a way to bridge the data from the cookie world to the in-app world.

"The good news is that Pandora has a large number of listeners who we see logged in in both environments. Leveraging that, we built a solution a few years back that is allowing us to match between 8 percent and 30 percent of listeners to advertiser and third-party data sources. But that's just not good enough. Our goal is to ensure that all of the advertising we deliver is relevant to the listener."

Here are a few examples of how Smith's team is working on that goal (be warned that this stuff gets pretty techie):

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