Dive Brief: 

• Music streaming app Pandora is rolling out a new ad product called "Sponsored Listening" that will let users skip ads for one hour in exchange for watching a video ad. 
• Sponsored Listening will launch on the mobile app first, with brands like Sony Playstation and Fox, and will expand to desktop in the coming months. 
• Pandora is expected to open up the ad product to all marketers in 2015. 

Dive Insight: 

Pandora is currently beta-testing the idea with Fox, as the network is pushing its two new fall shows Gotham and Mulaney. Spotify is also trying out a similar concept, potentially making way for a new ad format in streaming music services.