Internet audio streaming kingpin Pandora has announced that it is extending its programmatic advertising offerings to mobile devices. Previously, it had been limited to Pandora installations on desktop computers.
Pandora says that this makes 80 million of its users available to advertisers, 80% of whom use Pandora on a mobile device at some time.
It also says that its inventory, run through its own private market, is superior to that found on open exchanges. The Pandora exchange is run by Google DoubleClick Ad Exchange.
Pandora says that advertisers will be able to utilize Pandora user “registration data, proprietary targeting segments, advertising IDs and/or the advertiser’s own dataset to effectively reach their target audience.”
Chief Revenue Officer John Trimble said, “The launch of our desktop programmatic solution was an important step, and this latest offering on smartphones and tablets further positions our company for growth by meeting the needs of our current buying partners and unlocking new market opportunities.”