Pandora Now Identifying Users' Political Preferences
February 17, 2014

A new advertising service within Pandora will reportedly be able to identify a user's political affiliation, as the popular digital service continues to expand its targeted advertising. The Wall Street Journal reports that the service would let candidates and political organizations target listeners based on what the service determines their political affiliations to be.

According to the WSJ, the service matches recent election results with a user's musical preferences via their zip code, then labels the user's political preference, based on if their favorite acts are more popular among Republicans or Democrats.

Pandora's Director of Product Management Jack Krawczyk told the paper, "Targeting users is basically the currency in data right now," and added that more hyper-specific ad targeting is coming to the service. "We can infer parenting," Krawczyk said. "If you're registered as a female in your thirties and have a children's music station."

Krawczyk added that he believes Pandora's political predications have an accuracy rate between 75-80 percent.

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Jon Zellner
EVP/Programming Operations

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