Commentary

Pandora: Programmatic Buying "Valuable," But Early Days

Despite the obvious opportunities, don’t expect Pandora to unveil an ad network -- or any sort of programmatic ad buying play -- anytime soon… or at least not today. “There’s no need for us to be a market mover at this point,” John Trimble, Pandora’s Chief Revenue Officer, told OMMA Mobile attendees on Wednesday. Pressed by Joe Mandese, editor-in-chief of MediaPost, Trimble demurred. “We’re not going to give you much news, today." Regarding programmatic ad buying, Trimble did acknowledge: “There are a lot of valuable opportunities … We’re spending an awful lot of time thinking about it.”

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