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Pandora: No Cookies? No Problem

ONLINE PRIVACY—U.S.

November 15, 2013

Pandora isn’t concerned about the potential shift to a “cookie-less” world, AdAge reports. The Internet radio company can still target listeners by using their sign-in data, including age, gender and ZIP code, to segment audiences. Last month, Pandora segmented the first two groups and plans to add segments every four to six weeks—the next group being listeners with high household incomes. A Pandora spokesman said for now it is taking advantage of the first-party data on its own site but that it’s “reasonable to infer” the company may want to use what it knows about listeners to target ads on other sites, though not without the right privacy measures.
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