Streaming audio player Pandora has increasingly focused on building ad revenues from the local level up, but has met with some hurdles in trying to pry ad dollars from the $15 billion terrestrial radio market.
This week it struck deals with two media buying and planning software providers, Mediaocean and STRATA , that it hopes will simplify the process of buying local audio ads.
"We knew that a substantial portion of the $15 billion radio market is bought through automated systems," Doug Sterne, VP of audio sales at Pandora, told AdExchanger. "About 70% of all spot radio is transacted through those systems. So we're trying to duplicate the workflow associated with buying radio. Using Mediaocean and STRATA will allow us to directly tap that pipeline of spending."