Pandora Looks to Native Advertising to Combat Ad Blocking - eMarketer

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eMarketer Interview

Pandora Looks to Native Advertising to Combat Ad Blocking

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An interview with

Jonathan Eccles

Senior Product Manager, Listener Ad Experience, Pandora

Topics: Advertising

Interview summary

Consumers have little patience for ads that get in the way of content consumption, but an ad that adds value to an experience is a different story. That’s why music streaming app Pandora recently introduced native video ads to maximize the relevance of ads served. Pandora’s senior product manager of listener ad experience Jonathan Eccles spoke with eMarketer’s Maria Minsker about how the publisher is handling the onset of ad blocking technology.


eMarketer: What’s the biggest technology obstacle that advertisers and publishers face?

Jonathan Eccles: Ad blocking is becoming a trend in the industry. People block ads when ads block them, but that doesn’t need to be the case. Ads don’t always have to be a blocking element to a user experience—they can fit in seamlessly and natively to drive advertiser impact.