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Pandora melds music choices with ad targeting

  • While Pandora's (P) model has been based on using its extensive data to recommend songs to its members, it's now using song choices to better target ads.
  • The theory is that someone who's in an adventurous musical mood on a Sunday afternoon, for example, might be more likely to click on a promotion for an adventure trip to Costa Rica than someone who's listening to their regular songs on Monday morning at the office.
  • "It's becoming quite apparent to us that the world of playing the perfect music to people and the world of playing perfect advertising to them are strikingly similar," says Pandora Chief Scientist Eric Bieschke.
  • Pandora reckons that it can even predict political affiliations from users' musical tastes.
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Comments (13)
  • Andrei Volgin
    , contributor
    Comments (590) | Send Message
     
    I prefer a music service that simply plays music, and does not try to predict my political affiliations.
    5 Jan, 08:53 AM Reply Like
  • dgulick
    , contributor
    Comments (1562) | Send Message
     
    You might well prefer that, but most will want whatever is cheapest/least ads, and this targeting innovation is no worse than what others are doing from a privacy perspective (FB, GOOG, etc) and will soon be copied by all.
    6 Jan, 03:11 PM Reply Like
  • Andrei Volgin
    , contributor
    Comments (590) | Send Message
     
    "most will want ... cheapest" and "copied by all" are not very bullish statements, are they?
    6 Jan, 03:48 PM Reply Like
  • dgulick
    , contributor
    Comments (1562) | Send Message
     
    "Copied by all" doesn't mean it will work for them, look at all the retailers that offer online sales that are still losing sales to Amazon, or all of the Netflix copy-cats trying to remain relevant in the living room. No, the innovator is the one that gets rich, the copy-cat is largely irrelevant.
    6 Jan, 07:22 PM Reply Like
  • manicdvln
    , contributor
    Comments (798) | Send Message
     
    BS they are data mining your personal info from app. Android and iOS do not have real protection from apps that are accessing your data.

     

    People who listen to music are not looking at their phones nor do they want commercial interruptions. This is why on demand music services are the future and pandora is just a failed experiment that changes nothing compared to sat or fm radio. It just an added cost of your carrier data being used up but gives no advantage over its peers.
    5 Jan, 11:21 AM Reply Like
  • phildevoyd
    , contributor
    Comments (118) | Send Message
     
    I believe Freud said, "Sometimes a cigar is just a cigar".
    5 Jan, 01:30 PM Reply Like
  • FATUGLY
    , contributor
    Comments (44) | Send Message
     
    I find the advantage to Pandora is that your able to indicate that you want more plays of a particular song by giving a thumbs up.And vice versa. Also,I don't mind paying a few dollars per month not to hear the commercials.Also the songs do not use very much band width. The bigeest advantage is that is is sooo easy to use.
    5 Jan, 04:48 PM Reply Like
  • Andrei Volgin
    , contributor
    Comments (590) | Send Message
     
    You can do the same with every other service there is: iTunes Radio, Spotify, Songza, Rdio, Nokia Music, etc. How is it an advantage?
    5 Jan, 05:27 PM Reply Like
  • dgulick
    , contributor
    Comments (1562) | Send Message
     
    It's P's advantage because they invented it, the rest just copied them and therefore need to offer something more to get users to switch, and they don't.
    6 Jan, 03:13 PM Reply Like
  • justaminute
    , contributor
    Comments (587) | Send Message
     
    I prefer a private collection that does not attempt to turn me into a marketing tool, infiltrate my personal data, prognosticate my voting habits, determine my medical condition, interrogate my history and store it on a cloud server, derive my mailing address by accumulated data points, share my info with other unknown entities and pretends to be free.
    5 Jan, 05:49 PM Reply Like
  • Addiiss
    , contributor
    Comments (3) | Send Message
     
    Pandora, like iTunes, Spotify, Songza , etc is for profit. One way or the other (ads, subscriptions, etc), they all need to generate revenue... it seems Pandora is doing a better job at targeted ads than the competition.
    6 Jan, 02:05 AM Reply Like
  • psychological-dividends
    , contributor
    Comments (791) | Send Message
     
    So a bleeding heart liberal peacenik cannot secrety like rage/anger music?
    6 Jan, 02:42 AM Reply Like
  • dgulick
    , contributor
    Comments (1562) | Send Message
     
    Lol. True, there are undoubtedly outliers, but the correlation between audiences and their demographics is undeniable and has been known amongst FM advertisers for years, but I think it is stating the obvious regarding political affiliations, bands lately are quite outspoken politically including making candidate endorsements.
    6 Jan, 03:40 PM Reply Like
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