Personal radio service Pandora is helping brands advertise to specific demographic segments of its listenership, starting with two specific groups: Hispanic listeners, and Spanish-speaking listeners. The company is using data provided by people when they first sign up for Pandora, which Advertising Age notes is a different approach to the usual cookie-based targeting – the latter of which doesn’t work on mobile devices. The report claims Pandora will add two more targetable segments every 4-6 weeks, with the next set likely to focus on listeners with “high household incomes”, as well as those most likely to play video games. Pandora may even consider targeting ads to people on non-Pandora sites and services. “It’s reasonable to infer we would be interested in applying what we know about logged-in users across a network of services. However we wouldn’t approach doing that until all the right privacy measures were in place,” said Pandora exec Jack Krawczyk.

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