Pandora has debuted its audio programmatic marketplace, offering brands the opportunity to purchase premium ad space on the streaming network via a private marketplace (PMP), with Volkswagen as the debut participating brand.
The offering will initially see the German automaker offered the chance to bid on audio, display and video ad space via PMPs on the streaming service during the pilot period, with the preferred bidder status soon to be offered to additional brands.
Pandora already offers automated buying capabilities for its display and video ad space, with the latest update offering access to its 73 million monthly users with audio formats using over 2,000 proprietary targeting segments.
Advertisers can also apply their own data set to bid on the inventory, with Pandora also planning to allow automated access to its premium inventory through direct sale, and self-serve solutions later in the year; including a specialized private marketplace for broadcast radio buyers.
Volkswagen’s participation in the pilot was brokered by Omnicom Media Group media agency PHD, and will use demand-side platforms (DSP) including The Trade Desk, AdsWizz’s AudioMatic and MediaMath during the pilot with more to follow. Pandora’s programmatic offering will be powered by AdsWizz’s AudioMax platform and will be added to throughout 2018.
Jim Zabel, Volkswagen’s senior vice president of marketing, said that participating in the pilot scheme would enable it to reach auto-intenders in brand safe environments at scale.