Pandora Audience Segments Synced to Mediaocean, Strata

Digital radio player hopes data deals spark more ad sales

Just as Nielsen wants to eventually broaden its TV ratings to include in-home views across electronic devices, the digital radio industry has designs on modernizing the way advertisers look at its audiences.

Pandora has inked an undisclosed agreement with Strata Marketing and Mediaocean that will allow clients of the media-buying software providers to view the digital radio player's customer segments.

Ad buyers will be able to contrast Pandora’s audience data against stats from broadcast radio stations.

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