As audio streaming platform Pandora has been sharpening its focus on location and other forms of ad targeting for the past year, the company has hired programmatic advertising veteran Eric Picard to help broaden those avenues in 2017.
He’s taking on the role of VP of Ad Product Management and will report directly to Pandora’s Chief Product Officer Chris Phillips.
Most recently, Picard headed product strategy for demand-side platform MediaMath’s TerminalOne unit, which manages over $1 billion in programmatic ad spending. Before that, he founded Bluestreak and Rare Crowds (which was acquired by MediaMath) and managed global ad tech strategy and emerging media product management at Microsoft.
“With one of the biggest advertising platforms in the U.S. generating over $1B in annual revenue, Pandora is committed to delivering new and more efficient ways to drive ROI for its brand partners,” a Pandora rep said. “Eric will be responsible for Pandora’s ambitious ad product roadmap which includes Pandora’s premium engagement solutions and will oversee the company’s advertiser technology, buying and advertiser experience teams.”
Asked about how he views Pandora’s existing and potential uses of location technology on behalf of the internet radio company’s clients, Picard said, “As you might imagine, Pandora already uses geographic targeting extensively in how we sell and deliver ads. And immediately upon joining, I began digging into the potential and possibilities around more complex hyperlocal and Lat / Long targeting.
“I’ve only been here a few weeks so I can’t commit to anything at this point,” Picard added, “but as a major mobile ad publisher across Audio, Display and Video there are immense opportunities to expand our geo-driven media capabilities. Much more to come in the future.”