Dive Brief: 

• Pandora is now pitching two sought-after segments, Hispanic and Spanish-speaking, to advertisers based on its first-party user data. 
• To circumvent the slowly declining value of cookies and third-party data, Pandora uses the information gathered from users' logins (name, age, gender, zip code) and cross references with U.S. census data and listening habits to provide targeted segments for advertisers. 
• Prior to the shift, Pandora advertisers had to rely on third-party data, which didn't work in its mobile app and limited advertisers to display ads. 

Dive Insight: 

Pandora's shift to utilize its first-party data for advertisers is part of an ever-growing trend as the limitations of cookies are realized. More and more firms are coming up with cookie-free solutions for all types of advertisers, and even Google is working to move away from them. The move is especially smart for Pandora because so much of its value lies in its mobile service, where cookies are useless.