Pandora Wants to Go Beyond Viewability and Test Audio-Based Ad Measurement

Inks deal with Moat to count display and video promos

Viewability, the measurement of how effectively digital ads are actually being seen by humans, has been a buzzy topic the past couple of years. But as more advertising moves to smartphones that rely on consumers also hearing a marketer's message, how many people listen to audio ads? Pandora wants to find out.

First of all, Pandora and digital analytics company Moat have inked a deal to measure viewability within the music-streaming service's app and website that promises advertisers they will only pay for in-view ads that meet the standards of both the Media Rating Council and individual marketers like WPP-owned GroupM, which sets its own, often stricter requirements for publishers and media companies.

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