Back in September, Pandora started selling a subscription service called Pandora Plus. As part of the new feature, the music streaming company also added a new advertising format to its ad-supported business that lets brands pay to sponsor skips and replays.
Now, brands can buy packages of those skips and replays by genre, starting with some of Pandora's most popular tunes—Christmas music.
Sponsored playbacks and replays are built on the same idea as Pandora's sponsored listening ad format, which rewards consumers with free content in exchange for watching a video ad.
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