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Music as a Safe Haven for Brands

Dec 8, 2023

The big break-up advertisers are having with X is just another example of how challenging it can be for brands to find the right environment for their ads. And with an election year on the horizon, media of all types will be covering tough topics, leaving both audiences and brands searching for some relief. 

Cue up Miley Cyrus’ “Flowers” and revel in the possibilities of making high-risk media platforms your advertising ex. Because no matter the headlines, the state of the world, or the unfortunate opinions of media moguls, one thing will never change: Music is a safe haven.

Music Provides a Safe Place

In a world where diverse opinions, values, and beliefs seem to be clashing head on, music is the universal force—overcoming language barriers and unifying people of different cultures and backgrounds. Consumers across the country have turned to music to connect, to heal, to express themselves, to calm their souls.

But, we’re not just talking about consumers. You, too, can rely on digital audio as a safe space to communicate your brand messages and connect with listeners—with peace of mind. In today’s climate, a quality environment, data privacy, and transparency are increasingly critical issues for brands, and we are constantly working to offer more features to ensure our partners’ audio advertising is verified and brand safe.

Your Concerns Are Our Top Priority

It’s important to us that you feel confident in your marketing plan and investment—which is why we built our principles and practices specifically around transparency and security.

Be Side-by-Side with Quality Content

Because music accounts for a large majority of total listening time (72%), maintaining quality for both the advertiser and the listener is our utmost priority. Our music catalog is carefully reviewed by a team of experts, so you can rest assured your message is among content that is legally and professionally produced.

Avoid Ad Fraud

With Pandora, every single user is logged in, which means our data is built on real people, real-time behaviors, and real signals—significantly reducing the possibility of bots close to 0%. On top of defending against ad fraud, the logged-in user base enables robust first-party data and premium audience targeting.

Buy on Your Terms

Whether you prefer to purchase our premium audio, display, or video inventory with a direct insertion order or programmatically through a DSP, we offer flexible buying models to best meet your needs. If you’re looking to find audience scale without sacrificing quality inventory and environment, you can do so through our premium programmatic private marketplace offerings.

Verify with Independent 3P Measurement

We believe that independent ad verification partnerships are an important aspect to evaluate the value of your campaigns. With a variety of 3P measurement offerings available, you can measure the effectiveness of your media campaigns, including ad verification and fraud, powered by the Open Measurement SDK.

Pandora's consistent investment in supporting MRC standards for viewability, IVT, and brand safety is the first step in creating a safe environment for our advertisers. The second, perhaps more important, is allowing advertisers to bring their own third-party vendor for validation. We have devoted significant resources to development of industry standard Open Measurement and continue to work with 3P Measurement partners to develop pen technology specific to the audio impression.

Maria BrezaVice President, Ad Quality and Audience Data Operations at SXM Media

Pandora Stands for Quality

When you partner with us, we don’t take that responsibility lightly. Our guiding principle has always been building trust and confidence with our advertisers. And we’ll continue to do whatever we can to deliver you the scale, targetability, and quality you need to reach and succeed your digital marketing goals.

Looking for a safer space for your brand messages? Let’s talk.

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