Pandora’s Data Quality Measured 3.8X More Accurate Than Others

Monica Glosson

At Pandora, we understand that storytelling has become an essential piece of our clients’ marketing strategies, and we can’t talk about storytelling without the mention of personalization. It’s crucial that a brand’s stories are tailored to consumers, but the question we need to be asking ourselves is, how can we personalize on our platform if the data powering personalized solutions isn’t accurate?

Advertisers have high expectations for data quality. In a world where third-party data is being closely scrutinized and the industry is feeling the effects of GDPR in Europe, marketers are turning to trusted sources who have clear data collection methodologies so that, in short, they know what they’re buying. In fact, 68% of marketers are only somewhat confident in demographic data -- indicating that they believe it has value, but they realize it is far from perfect.* It is important for marketers to leverage data they can trust, and Pandora is proud that our data has been a proven source for quite some time, the quality of which can be attributed to our declared registration data and 100% logged-in listener, allowing us to accurately target listeners cross-platform through a unique identifier. Plus, Pandora’s registration data is audited annually as a part of Triton’s accreditation process with the Media Rating Council. We are the only music streaming provider to participate in this audit.

Proven Data Quality

A large CPG brand recently put Pandora’s demographic data to the test. They launched a campaign to reach women ages 25-54 with the goal to drive sales using a handful of publishing partners, including Pandora.

Knowing that data accuracy can have a huge impact on the success of a campaign, they ran a mDAR (Demo Accuracy) test against all five partners, including Pandora, that matches a users Mobile Ad ID with a database of demographic information to determine accuracy. Based on the results, Pandora surpassed the other partners by a long shot with an index of 379—proving that our demographic data was 3.8x more accurate than the average publisher’s data. While reaching a broad demographic might seem simple, this study shows how hard it is to find partners who have quality demographic data, and this study was a true testament to the quality of Pandora’s deterministic audience data.

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Putting Data to Work for Brands

Pandora’s quality data lays the groundwork for enabling robust audience insights and audience solutions for brands.

Audience Insights Through Audience Explorer, advertisers can better understand who their audience is, and how to reach them on Pandora. We provide advertisers with insights on any combination of over 2,000 audience segments, including those created with proprietary or third-party data and custom advertiser segments. We can share an in-depth analysis of how one audience relates to another and provide insights that go beyond demographics:

  • Music preferences
  • Platform engagement
  • Lifestyle
  • Technographics
  • And more!

Proprietary Audiences Pandora’s team of data scientists spends their day putting our data to work to identify audience personas that matter to advertisers. “Our listener signals can tell you so much about a person, especially when you pair it with registration data, it paints a pretty clear picture of who you’re talking to,” says Pandora’s David Hardtke, Director of Ad Science at Pandora, “for example, our music data enables us to accurately identify parents on Pandora.” The moment a listener tunes into’ Rockin’ Kids Radio,’ it is a clear signal that they probably have kids in the home. Registration data alone doesn’t tell us that a listener is a parent but when paired with music listening habits we can infer a lot about who they are and what messages might be most relevant to them, ultimately making a connection to an audience that our ad partners want to reach.

Want to learn more about how you can leverage Pandora’s data? Contact us today.

*Source: Emarketer, Marketers have mixed confidence in demographic data