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September, 29, 2016

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Popular Web radio service Pandora tests advertiser-promoted stations

OAKLAND, United States--Popular Internet radio service Pandora on Wednesday began dabbling with boosting revenue by letting advertisers "promote" stations listeners might like.

"Promoted Stations" are being woven into suggested listening options for about 10 percent of Pandora's approximately 76 million monthly users, according to the Oakland, California-based streaming radio star.

"We are relentlessly focused on advertising solutions that enhance both the listener and advertiser experiences," Pandora Media vice president of digital advertising Lizzie Widhelm said in a release.

Promoted Stations entice listeners with digital content put together in collaboration with advertisers who then have opportunities to woo Pandora users with brands or messages, according to Widhelm.

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