Summits Yellow

Pandora turns to Oracle to link ad exposure to purchase

David Murphy

Internet radio service Pandora has tasked Oracle with the job of tracking the effectiveness of its audio ads.

According to a report in AdAge, Pandora will use Oracle Data Cloud, which anonymously identifies buyers and tracks offline sales, to establish the impact of ads heard on Pandora on the products its listeners buy.

The report says that during a year-long meta-test, Pandora focused on how ads drove in-store purchases of consumer packaged goods. It said the audio ads drove an average of 2.6 times return on ad sales across the 17 packaged goods campaigns.

Pandora currently has 81m active users. Of these, just 4.4m are paying subscribers. The rest are all exposed to advertising.

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