Pandora, the largest music streaming service in the U.S., announced this week that it has built a premium marketplace that will allow advertisers to purchase its audio inventory programmatically across mobile and desktop.
The pilot program is launching with Volkswagen and will expand to include additional advertisers and partners in the coming months.
“The launch of our programmatic audio marketplace will give advertisers the unique opportunity to efficiently reach Pandora’s audience—the largest set of listeners in the U.S.—in a targeted way, within a brand-safe environment,” said John Trimble, Chief Revenue Officer at Pandora. “With the rise of voice-activated devices, the demand for quality audio inventory is rapidly accelerating. This offering positions us for growth by meeting the needs of our current buying partners and unlocking market opportunities in the near future.”
As the pilot moves towards general availability, audio will join Pandora’s existing display and video inventory available for purchase programmatically, giving media buyers the opportunity to:
- Reach over 73 million monthly active listeners in an efficient and targeted way, by leveraging Pandora’s first-party data and over 2,000 proprietary targeting segments, while also allowing advertisers the option to apply their own data-sets.
- Effectively bid on premium inventory across Pandora’s audio, video and display ads through a private marketplace.
“Cars and music both have a way of eliciting an emotional connection. At Volkswagen we’re always looking to effectively reach drivers consumers in ways that move them while maintaining scale in a brand-safe environment,” said Jim Zabel, Senior Vice President of Marketing at Volkswagen. “By working with Pandora for its programmatic audio pilot we’ll now have the opportunity to efficiently reach a large base of listeners with the quality first-party data that our campaigns require.”
The post Pandora Delivers Premium Audio Marketplace for Programmatic Ad Buying appeared first on Mobile Marketing Watch.
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According to a report from Bloomberg, Apple is in talks with mining companies to secure long-term supplies of cobalt, a key element in the lithium-ion batteries that power virtually every gadget the company makes.
Apple doesn’t make its own batteries (yet), so buying up the raw materials is an unusual step for the company. But it’s a necessary evil, and it’s all thanks to Tesla and the explosion in popularity of electric cars.
Although the electric car market is still relatively small right now, auto manufacturers are preparing for a steep increase in demand for electric vehicles in the next few years. That will stress the world’s supply of cobalt, and that reality is reflected in the current price. Bloomberg notes that Cobalt prices have soared from a little over $ 20,000 per metric ton back in September 2016 to $ 80,000 per metric ton right now.
That’s caused the companies that rely on cobalt the most to go directly to the miners and sign contracts to ensure future supplies, while also locking in a price to hedge against future price increases. Two-thirds of the world’s cobalt production comes from the Democratic Republic of Congo, a region not exactly known for its stability.
So on the surface, the Bloomberg report looks like Apple doing the responsible thing and ensuring it has a consistent supply of an important manufacturing product at a reasonable price. But given Apple’s recent interest in designing all its own modems and processors for use inside its gadgets, it also raises the possibility that the company could start involving itself more in the battery manufacturing process.
Currently, Apple contracts out the battery manufacturing for the iPhone, just like it does with the bulk of components. But as battery science continues to improve and battery quality control becomes ever more important, it’s easy to believe Apple could want to exert more and more control over the manufacturing process — and locking down the necessary resources to do so would be a good first step.
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Huawei attempted to enter the US market by partnering with US carriers but the US government pressured AT&T and Verizon to drop the deal. Now CNBC reports that US security chiefs are recommending against buying Huawei phones but also ZTE phones. The heads of the CIA, FBI, NSA and other agencies unanimously expressed their concerns about the China-based companies. “We’re deeply concerned about the risks of allowing any company or entity that is beholden to foreign governments that don’t share our values to gain positions of power inside our telecommunications networks,” stated FBI…
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Things are still looking pretty bleak for Huawei’s plans to conquer the U.S. market. Earlier this week, half a dozen top members of intelligence agencies, including the FBI, CIA and NSA reaffirmed surveillance concerns about the company and fellow Chinese smartphone maker ZTE. All of this is nothing new, of course. The companies’ troubles date back at least as far back as 2012,… Read More
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