Home  › Media › Media Buying
pandora1

Pandora Launches e-Business Ad Integration for Simpler Media Buying

  |  May 15, 2013   |  Comments

Pandora has revealed a new e-Business advertising technology solution that it claims will allow for frictionless planning and buying for media buyers.

Pandora has revealed a new e-business advertising technology solution that it claims will allow for frictionless planning and buying for media buyers.

The new platform integrates media buying software platforms, Mediaocean and STRATA, with proprietary software built by Pandora’s engineering team in conjunction with the internet radio service’s ad operations and billing teams.

According to a statement from the company, the move makes Pandora the ‘first and only digital publisher to integrate the planning, buying and billing phases of the buying process of digital advertising.’

The advancement brings the audience insights of Pandora’s active listeners to life for the media-buying community.

John Trimble, chief revenue officer at Pandora says, “The proprietary engineering solution marks an important step for what has been a largely manual process for the digital advertising industry, as it automates the transactional process between media buyers and digital publishers.”

“With this new solution, we are combining the ease of buying traditional radio with the accountability of digital by enabling a more seamless, end-to-end platform from planning through the final billing transaction,” Trimble comments.

The new platform marks the final stage of Pandora’s plans to fully integrate into media buying platforms. The first step, announced in May 2012, was the launch of Triton Digital’s measurement of Pandora in traditional radio metrics such as AQH and Cume. The second phase, announced in March 2013, integrated Pandora audience data via Triton ratings into the Mediaocean and STRATA media buying platforms. This final stage offers the full-cycle solution from planning to buying to billing for multi-platform audio campaigns on Pandora.

Steve Sullivan, vice president Advertising Technology at the Interactive Advertising Bureau (IAB) says: “The manual process of handling business documents contributes dramatically to the 14 percent operational cost of executing a digital marketing campaign. In comparison, the operational cost of executing a broadcast ad campaign sits at around 2.5 percent. 

He adds: “One major goal of the IAB is to improve operational efficiency through the electronic transfer of digital advertising business documents. We applaud Pandora for being the first digital publisher to go to market with this solution. This move will demonstrate the value of a common e-Business standard for the entire campaign planning and execution process across the interactive industry."

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Melanie White

Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).

In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...