“Because we have a persistently logged-in user, if we see someone on web and mobile, we’re able to target against them,” he said.
“The challenge of cross-device attribution of audiences is important when you’re doing retargeting,” he added. “If we’re working to deliver an audience of, say, adults 25 to 34, we have declared data in that space and can deliver on that.”
And as products like comScore’s vCE start to become popular in mobile, the importance of third-party verification will become increasingly important as the industry moves to a cross-device programmatic space.
But in addition to verifying the demographics of audiences, advertisers will want confirmation that their ads are reaching actual humans. According to Krawczyk, in working with WhiteOps and Moat, Pandora’s non-bot traffic scores in the “extremely high 90s.”
Moving forward, Krawczyk said Pandora’s aim is to continue to respond to its clients buying preferences.
“This has been an effort to increase our capabilities in terms of frictionless buying,” he said, in order to cater to those clients that want to buy programmatically.
Pandora’s mobile inventory will be sold through private marketplace and preferred deals powered by Google’s DoubleClick.