Pandora has chosen Neustar, the provider of real-time information services, to power a new CRM data onboarding platform. With an active reach of 76 million, the new onboarding platform aims to provide advertisers with a more content- and consumer-specific approach to messaging.
Through the new custom-built CRM platform, powered by Neustar’s OneID system, advertisers can upload consumer data at scale in a privacy-compliant manner. The platform allows brands to build custom audiences, combining first-party data with more than 2,000 pre-loaded audience segments provided by Pandora.
With "a rich treasure trove of CRM data at their disposal," said Julie Fleischer, vice president, marketing solutions, Neustar, brands "want to be able to connect with their customers on the platforms where they spend most of their time.”
Neustar’s OneID system, which will power the new CRM, will be responsible for collecting, corroborating, and validating consumer and business data identities.