0:53 - What are CCPA and GDPR and how should advertisers be thinking about them?
4:07 - What value does music data hold for advertisers?
6:29 - What do advertisers need to consider when they’re thinking about what kind of data to activate?
9:30 - What is the opportunity around contextual and activity targeting?
15:15 - When it comes to behavioral versus contextual targeting, is one more effective than the other?
As marketers, we know that it’s crucial to reach the right audience at the right moment in time. But how can we ensure that we are doing this if we don’t evaluate the data fueling our marketing strategies?
Tune in to Episode 3 of the Pandora Insights Lab podcast to listen to key players discuss the opportunities that lie within 1st party data, how to evaluate it, and most importantly, how to activate on it. This episode features Molly Mitchell, Sr. Manager of Ad Innovation Strategy, David Hardtke, Director of Advertising Science, and Eric Hoppe, Director of Product Management.
The discussion kicks off with an introduction of two very important regulations, General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), and how that might affect the way marketers collect and use data moving forward. At Pandora, we are only collecting data that will improve the consumer experience and we are protecting that data to make sure that no one else can see or use it.
From a 1st party data perspective, Pandora has our logged-in user data and music listenership data. The music data is what makes us unique. Whether you realize it or not, music is an extension of who you are. This type of data allows us to get personal with our listeners without getting too personal.
While we continue to keep a pulse on these regulations and how they will impact the industry, there are a few things for marketers to start thinking about: