Pandora looks to partnerships and programmatic ads
Pandora Media is looking to partnerships and programmatic ads as new routes to long-term growth, its chief financial officer says.
“We see meaningful opportunity to fuel growth of both our subscription and ad-supported business through a variety of partnerships,” Naveen Chopra tells MarketWatch.
The company has a deal with AT&T (T +0.9%) including Pandora Premium in a mix of streaming services that subscribers can get for free via a new “unlimited” data plan.
While the AT&T deal makes it seems like Premium is still a priority, Chopra says the company’s working to balance options: “The company had gotten very focused on subscriptions and perhaps wasn’t able to invest enough in the ad-supported side. We’ve found ways to do both and both are very important parts of the market.”
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