Can Pandora turn mobile into a money-maker?

01/10/2013 | Advertising Age (tiered subscription model)

Four-fifths of Pandora's users access the service on mobile devices, putting the music company at the forefront of efforts to successfully monetize mobile. Pandora has a big early-mover advantage, particularly when it comes to audio ads, but is nonetheless struggling to wring profits from its growing user-base, says Chief Revenue Officer John Trimble. "We've leaned really hard against monetizing mobile because we see it as the future. It's where our audience is," he says.

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