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Pandora is Mining User Registration Data for Advertisers

Nov 16 2013, 2:43am CST | by , in News | Technology News

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Pandora is Mining User Registration Data for Advertisers

Pandora has gone beyond the ordinary cookie. The startup is to track followers by the mining of user data. This is a progressive step in the right direction in matters of advertising.

Were something to happen to the cookie policy at Pandora, it would still survive the blitz. That is because Pandora has all the information regarding its users who sign in at its fingertips. Currently, Pandora is advertising its music to two segments of the market, one Hispanic and the other Spanish-speaking. 

As an Internet radio phenomenon, Pandora has over 200 million registered users while 70.9 million are active monthly consumers. The service thrives on first party data by noting down the person’s age, sex and postal zip code when he or she signs in. Just a while ago, Pandora began serious data mining to identify its audience of users. This was a venture similar in style and manner to the cookie policy adopted by many startups. 

Among the major market segments that have been identified are the Hispanic community and the Spanish-speaking population. Both will be catered to shortly. The whole program planned for is light years ahead of ordinary radio. It is futuristic. 

Of the $128.5 million collected in ad revenues for the second quarter, 70% was from mobiles, while 60% accounted for audio ads instead of display ads. Cookie policies are inherently troublesome. There are several hitches in the way of these policies. Google, Microsoft, Facebook and Yahoo are all abandoning the usage of cookies and it is about time that Pandora jumped on the bandwagon too.   

Source: WSJ

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