Pandora Integrates with STRATA, Mediaocean Media Buying Platforms

Pandora (NYSE: P), the leadinginternet radio service, today announced that its audience data will appear inthe three most popular media buying platforms, including STRATA andMediaocean's Donovan and Mediabank stewardship systems. Radio buyers will beable to compare Pandora's audience data side-by-side with broadcast radiostations across the country.With more than $14 billion spent on U.S. spot radio advertising annuallyaccording to the RAB, advertisers will have a more complete representation ofthe radio industry that includes both broadcast and internet radio. STRATA andMediaocean will import Triton Digital's Webcast Metrics Local (WCML) data intotheir software platforms, allowing radio buyers to view Pandora national andlocal audience ratings.Prior to the integrations, radio buyers using STRATA and Mediaocean systemswere required to manually research Pandora audience ratings. Radio buyers nowhave an easy and efficient way to evaluate Pandora audience size and rankingsto make informed decisions about their media mix.Pandora Chief Revenue Officer John Trimble said, "It's great to see STRATA andMediaocean embrace innovation and respond to marketplace demand. Withconsumers shifting from broadcast to internet radio, it's important to havethe industry adopt technology to help advertisers make smarter planning andbuying decisions. The integrations will help advertisers understand the powerof internet radio and make the smartest buying decision at both the nationaland local levels."STRATA President/CEO John Shelton said, "Adding Pandora as a part of ourarsenal of media options for over 1,000 STRATA agencies allows our clients toaccess substantial listener audiences like never before. After the launch ofPandora in STRATA's system in January, our media buyers' reaction wasoverwhelmingly positive. They are extremely excited about this opportunity tooffer Pandora to their advertising clients."Mediaocean CEO Bill Wise said, "Mediaocean's clients—the major holdingcompanies and independents in North American and Europe who use our systems tomanage over $100B in media spend a year—have long expressed a desire to spendfar more heavily in digital radio generally, and Pandora specifically. Weapproached Pandora last year with a new way to let that agency demand flow toPandora inventory, and we're glad to see that approach adopted industry-wide."STRATA's integration was released in January 2013 and all STRATA agencies nowhave access to Pandora audience data. Mediaocean is currently in beta releasewith rollout to Mediabank systems in mid-March 2013 and Donovan systems by theend of April 2013.