As part of its investment in a consumer ecosystem, the music platform will test interactive commercials that let listeners dictate their ad preferences

Because traditional radio ads aren’t generally interactive or clickable, consumer engagement can be difficult to gauge. Music streaming service Pandora is changing this by introducing voice-activated ads into its regular commercial breaks that enable listener involvement as well as tracking.

The interactive ads were made with Instreamatic, a San Francisco-based company that focuses on adtech. They will allow Pandora's customers to talk to, answer and skip through ads simply by speaking to them. The ads implement artificial intelligence that understands and learns natural language patterns, and will therefore be able to engage in more sophisticated interactions rather than merely answer simple yes or no questions.

The feedback that these ads will provide will allow Pandora to refine and tailor its service to better meet consumers’ needs and preferences. “Pandora is deeply investing in voice advertising and is driving the market forward by facilitating an ecosystem,” said Eric Picard, Pandora VP of ad product management.

Pandora

Instreamatic

Because traditional radio ads aren’t generally interactive or clickable, consumer engagement can be difficult to gauge. Music streaming service Pandora is changing this by introducing voice-activated ads into its regular commercial breaks that enable listener involvement as well as tracking.

The interactive ads were made with Instreamatic, a San Francisco-based company that focuses on adtech. They will allow Pandora's customers to talk to, answer and skip through ads simply by speaking to them. The ads implement artificial intelligence that understands and learns natural language patterns, and will therefore be able to engage in more sophisticated interactions rather than merely answer simple yes or no questions.