Pandora uses music playing data to deliver political ads to you

Pandora uses listening habits and geographic location to help predict political affiliation of its customers.

Published Sun, Feb 23 2014 11:29 AM CST   |   Updated Tue, Nov 3 2020 12:18 PM CST

Online radio service Pandora recently started offering audio political ads based on user listening experience, with the company using algorithms to best determine political affiliations.

Pandora uses music playing data to deliver political ads to you |

The ability to somewhat accurately predict political leanings of its 73 million active monthly users is a unique offering to allow for more accurate ad placement. Election results are compared to each subscriber and their geographic location and musical preferences, and then artists are categorized on whether more popular among Democrats or Republicans.

"Music is part of what is most unique about who we are as Pandora, and it also happens to be one of the strongest signals," said Jack Krawczyk, Pandora director of product management, in a statement to the media. "What we really tried to do is get an inference around how strongly different listening behaviors can help us predict a variety of things. And the element we're launching is around the political spectrum."

In a competitive ad marketplace, Pandora hopes voter preferences will help give it a much-needed boost among competitors.


An experienced tech journalist and marketing specialist, Michael joins TweakTown looking to cover everything from consumer electronics to enterprise cloud technology. A former Staff Writer at DailyTech, Michael is now the West Coast News Editor and will contribute news stories on a daily basis. In addition to contributing here, Michael also runs his own tech blog,, while he looks to remain busy in the tech world.

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