Pandora melds music choices with ad targeting

|About: Pandora Media (P)|By:, SA News Editor

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.