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SoundCloud and Pandora Enter U.S. Ad Sales Partnership

SoundCloud, the worlda??s largest open audio platform, and Pandora
(NYSE:P), the largest streaming music service in the United States,
today announced that SoundCloud has partnered with Pandora as its
exclusive U.S. advertising and sales representation. Launching in 2019,
the agreement will enable advertisers and brands to purchase
SoundClouda??s U.S. ad inventory directly through Pandora, leveraging the
companya??s direct sales capabilities, targeting data, and its recently
launched audio
programmatic product.


Digital audio advertising grew 40% in 2017 to $1.6B according to IAB,
and is becoming an increasingly important medium to reach consumers,
thanks to the proliferation of voice-enabled apps and devices. Together,
SoundCloud and Pandoraa??s combined U.S. audience offering reaches more
than 100M unduplicated listenersa??with 13% audience overlap between the
two companiesa??making it easier for advertisers and brands to access the
largest digital audio advertising marketplace.


"Pandora and SoundClouda??s combined audience offering creates the clear
market leader for brands to reach U.S. music fans,a?? said Kerry Trainor,
Chief Executive Officer, SoundCloud. "Through this partnership, we gain
access to Pandoraa??s world-class sales team and capabilities to connect
more brands with our young, highly engaged users who know whata??s next in
music is first on SoundCloud.a??


"This partnership is a fantastic match between Pandora's
industry-leading ability to monetize digital audio and SoundCloud's
large audience and vibrant community of U.S. listeners," said Roger
Lynch, Chief Executive Officer of Pandora. "Investments wea??ve been
making in our ad capabilities, including the recent acquisition of
AdsWizz, further solidify Pandoraa??s commitment to help publishers
monetize the rapidly growing digital audio market."


The new agreement expands SoundClouda??s existing global relationship with
AdsWizz and is part of Pandoraa??s broader strategy to help publishers
monetize digital audio as well as other formats of inventorya??including
videoa??more effectively.
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