Pandora last week announced media planning and buying integration with the largest media buying software platforms Mediaocean and STRATA.
"This marks the launch of the final stage of Pandora's plans to fully integrate Pandora into media buying platforms," the company's press release reads. May of last year saw the launch of Triton Digital's measurement of Pandora in traditional radio metrics such as AQH and Cume. In March (see RAIN here) Pandora announced that it would make its audience data available in STRATA and Mediaocean's Donovan and Mediabank stewardship systems, enabling radio ad buyers to compare Pandora national and local audience data directly to U.S. radio broadcasters' numbers.
This "final stage," says Pandora, makes it "the first and only digital publisher to integrate the planning, buying and billing phases of the buying process of digital advertising." The new solution "automates the transactional process between media buyers and digital publishers."
"We knew that a substantial portion of the $15 billion radio market is bought through automated systems," Pandora VP of audio sales Doug Sterne told news source AdExchanger. "About 70% of all spot radio is transacted through those systems. So we're trying to duplicate the workflow associated with buying radio. Using Mediaocean and STRATA will allow us to directly tap that pipeline of spending."
Read more in AdExchanger here.