Pandora is getting a new data onboarding portal for brands to deliver their messages to listeners. Real-time information services company Neustar is building the self-service portal for advertisers to upload their data to Pandora at scale and help those brands to build up audiences. Listener groups can be identified through a blend of first-party data records and Pandora’s own audience segmentations. Neustar’s creation is a first of its kind for the online audio company.
“Pandora is a platform where brands have been able to identify, expand and engage their known audiences through targeting solutions that can be activated with their first-party data for some time,” said Dave Smith, vice president of monetization and yield management at Pandora. “Our 100 percent logged-in user base allows us the unique ability to accurately deliver an advertiser’s matched audience at scale in an anonymized manner, on any media type, and across any platform. In partnering with Neustar to build this custom onboarding portal, we can offer advertisers a new, effortless way to reach their customers on Pandora.”
“Brands have a rich treasure trove of CRM data at their disposal and of course, they want to be able to connect with their customers on the platforms where they spend most of their time,” said Julie Fleischer, Neustar’s vice president of marketing solutions. “Our best-in-class onboarding solution will provide Pandora advertisers with the audience data needed to deliver connected customer experiences, a true 360-degree view of the customer without any of the data loss, extra cost or waste that commonly comes with a multi-partner approach to onboarding.”