Dive Summary:
- A new deal between the radio service Triton Digital and data provider eXelate, will result in new ad options for online radio providers that will serve up targeted ads based on a users web-browing history, paidContent reports.
- Triton Digital COO Mike Agovino said that radio ads represent a $17 billion industry, but one that is badly in need of new mertrics and accountability to ad buyers.
- Pandora users, which represent about 74% of the online radio market, according paidContent's report, will start experiencing the new ads.
From the article:
"... As with other situations in which marketers use big data techniques to pitch products, there is a creepiness factor here. For instance, do you want marketers to pknow you’ve spent the last two hours researching gonorrhea and play you radio ads accordingly? Zagorski addressed the privacy concerns by saying that eXelate doesn’t touch so-called PPI (private personal information) but simply overlays online activity onto a streaming service. ..."
