But How Does This Song Make You Feel? Pandora Thinks It Knows

And it's selling your emotions to advertisers

Pandora, the music streaming service, is predicting how listeners are feeling—and what activities they might be completing—based on what music they’re streaming. It’s not a new concept for the media industry—or even the audio space. Publishers, like The New York Times, are already live with this type of offering.

Pandora’s competitor, Spotify, has been in this space since May 2015, allowing advertisers to buy based on the emotions and hypothesized activity its listeners are feeling and performing.

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