Picture yourself sitting in Cleveland and using the internet to explore places to visit in France. Later, you pull up online radio service Pandora on your web browser to listen to Motown songs and what do you hear? Ads promoting cheap flights to Paris.
While marketers have long targeted online radio listeners baed on their zip code or gender, this type of interest-based targeting is new. The ad options, which are the result of a deal between radio service Triton Digital and data provider eXelate, mean radio ads are about to get a lot more specific.
According to Triton Digital COO, Mike Agovino, radio ads represent a $17 billion industry but one that relies on out-dated metrics and that offers little accountability to ad buyers. He thinks that letting brands sell to listeners based on their web surfing habits will drive a new wave of automated ad buying and increase the value of the radio ad market.
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