Pandora is testing a new native ad unit called ‘Promoted Stations‘ with 10 percent of the people who tune in to its Internet radio service. Currently in beta, these branded stations are auto-populated and then listed within the ‘Stations You Might Like’ section of the app. Initial partners for the new solution include Kleenex, Skechers, StubHub, Taco Bell and Toyota. It’s difficult to predict what each station will look like though. The company said Promoted Stations will “drive Pandora listeners to custom content”, before suggesting they’ll all offer a slightly different blend of brand-related tunes. “Pandora consults with advertisers to produce content in a variety of ways based on the listening experience brands want to create for their respective audiences,” it said. “This can entail custom content from an artist or a mix of songs powered by Pandora’s Music Genome Project.”

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"Pandora is Trying Out ‘Promoted Stations’" by @ShellyPalmer

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