SoundCloud, Pandora Partner in Ad Inventory Collaboration for US Market

SoundCloud will be the exclusive U.S. advertising and sales organization for Pandora effective next year, they announced Wednesday. Advertisers and brands will be able to buy SoundCloud's U.S. ad inventory directly through Pandora, with access to its direct sales, targeting data and audio programmatic product, they said. SoundCloud and Pandora’s combined U.S. audience reaches more than 100 million unduplicated listeners -- with 13 percent audience overlap, they said. Last week (see 1809240047 or 1809250021), SiriusXM, which owns 16 percent of Pandora, proposed to buy the streaming-media company in a $3.5 billion deal.