Jeremy Randol is currently the Vice President of Programmatic Sales Strategy at Pandora, an online personalized radio. Prior to joining Pandora, Randol was both on the advertising and sales side at MediaComm, as well as head of programmatic sales at NBCUniversal. The Makegood recently spoke with Randol about his new position at Pandora.
The Makegood: Congratulations on your new position as Vice President of Programmatic Sales Strategy at Pandora. What will your role at the company entail?
Thanks, I’m really excited to be at a great company like Pandora in this new role. My responsibilities will include programmatic sales (within the context of our broader client discussions), internal education, BD/partnerships and advertising technology evaluation. I’m here to help bridge our sponsorship sellers and our programmatic efforts – which to date haven’t been completely integrated. The end goal is to come to market with more of a holistic offering that meets client needs.
The Makegood: How has programmatic been a vital part of the advertising industry recently? Have you seen a preference for programmatic among your past clients?
A number of large advertisers have begun to embrace programmatic for a lot of really strong reasons such as data portability and process automation. If the industry can effectively address media buying through programmatic pipes, that frees us up for more creative ideas and new products for advertisers. In terms of preference for programmatic, I’ve really seen adoption across all verticals. CPG is probably the lead category at this point in time, but others are not far behind.
The Makegood: What have your past experiences in the industry entailed, and how will you be using this experience at Pandora?
I began my career in 1999 at MediaCom and moved over to the digital sales side in 2000. I think having a brief stint on the agency side really helps me put myself in the shoes of buyers and understand their day-today challenges. On the sales side, I gained really valuable experience at a number of places (The Industry Standard, Sizemek – then Unicast, Institutional Investor, Thomson Reuters, NBCU). Those roles gave me a deep understanding of major publisher value propositions, rich media and more. I can apply these different experiences and perspectives to Pandora to best work with our large clients within the context of our programmatic discussions.
The Makegood: What do you want to accomplish in your new role as VP of Programmatic Sales Strategy? What do you want to definitely see in Pandora after some time at the company?
My goal at Pandora is to make sure our clients are able to leverage our holistic platform offerings to meet their needs. Programmatic is a component of that offering – and that’s what I am tasked with driving. I also want to make sure our broader sales team is conversant in programmatic speak. As this market moves, today’s digital seller needs to know how to effectively engage with data and programmatic. The team here at Pandora is smart and motivated, and I anticipate they will keep me motivated and on my toes when it comes to learning facets of the business beyond programmatic.
The Makegood: What do you see for your future at Pandora, and what do you see for the future of the company in general in terms of ad sales?
The future for Pandora is extremely bright. That’s why I came here. The companies’ scale, mobile expertise and outstanding talent are just a few of the things that will continue to make it both an outstanding platform for listeners and advertisers.
The Makegood: Thank you, Jeremy.