If you spend any significant amount of time online, you're probably no longer surprised to visit a site and notice the display ads are relevant to your previous browsing. Say earlier in the day you were look at new cars online. Later you visit a unrelated website, and the ads you see all seem to be for the new Ford/Chevy/whatever. 
Now Triton Digital has partnered with a company called eXelate to serve audio ads targeted to listeners based on previous web-browsing, "consumers’ online purchase intent,.. and behavioral propensities."
Here's how this departs from what we currently have: Targeted audio ads on Internet radio now are generally served based either on known demographic information (if a 34-year old woman in area code 54321 volunteers this demo info when registering with Pandora, for instance) or the context of the currently-served content (ads for trucks on a country music station, or ads for beer, or StubHub, on sports radio).
But now, as PaidContent explains, "the new data tools mean Ford might sell pick-ups after a teenybopper song because the company knows a listener was just looking at truck sites. Or Tampex may find occasions to pitch its products in the midst of a heavy-metal marathon."
PaidContent's coverage is here.
We're happy to announce our second-annual RAIN Summit Europe industry event, May 23 in gorgeous Brussels, Belgium. We'll gather with Internet radio leaders from across Europe and around the world at the Hotel Bloom for a full day of informative panels, presentations and networking.
Some ad deliveries could cause backlash against the streamers
Some ad deliveries could cause backlash against some of the streaming services running the ads.
Pandora's Facebook page has seen some backlash over an ad for adult sex toys (i. e. dildos) that have run at inappropriate times and in inappropriate settings such as at work, or even worse, when the station programmed was a kids station. It was the 'Adam and Eve' ad that was apparently purchased by a company in Indianapolis that has run recently there.
Things like that could cause other backlash, as some IT operations may thus choose to block individual streaming services based on the advertising content like the one described above. There are reports of this already happening.