In 2025, Pandora continues to lead the way in the internet radio service sector, offering its audience data in the top three media buying platforms, STRATA and Mediaocean’s Donovan and Mediabank stewardship systems. This integration, which was adopted in 2013, has remained a crucial tool for radio buyers, enabling them to compare Pandora’s audience data with broadcast radio stations nationwide. With over $14 billion spent on U.S. spot radio advertising annually, advertisers -on-bet” target=”_blank”> have a more comprehensive view of the radio industry, inclusive of both broadcast and internet radio. Let’s delve into the Pandora’s journey and how these integrations have revolutionized media buying.
Pandora’s Integration with Media Buying Platforms
STRATA and Mediaocean import Pandora’s Triton ‘s Webcast Metrics (WCML) data into their software platforms. This data import allows radio buyers to view Pandora national and audience ratings. Prior to these integrations, radio buyers using STRATA and Mediaocean systems had to research Pandora audience ratings manually. Now, they have an efficient way to evaluate Pandora audience size and rankings, which aids in making informed decisions about their media mix.
Industry Leaders on the Integration
Pandora Chief Revenue Officer John Trimble commented on the integration, highlighting the importance of industry adoption of technology in response to the shift from broadcast to internet radio. STRATA President/CEO John Shelton and Mediaocean CEO Bill Wise also expressed their positive views on the integration, with Shelton noting the excitement of media buyers at the prospect of offering Pandora to their advertising clients.
Timeline of the Integration
STRATA’s integration was released in January 2013, making Pandora audience data accessible to all STRATA agencies. Mediaocean followed suit with a beta release and a subsequent rollout to Mediabank systems in mid-March 2013 and Donovan systems by the end of April 2013.
Join us next week as we delve deeper into the world of internet radio and how it continues to shape the future of advertising. Stay tuned!
#PandoraRadio #MusicIndustry #MediaBuying #DigitalRadio #RadioAdvertising
