Pandora wants you to talk to its ads

Pandora wants you to talk to its ads. The company is expanding on its voice control features today with a beta launch of voice-activated ads, after initially testing the feature last year. Only listeners who already hear ads will be offered the voice-activated ones, which ask the listener to agree to hear additional brand content. They have to say “yes” to initiate.

The idea is that people can actually engage with such ads when they’re driving or otherwise unable to use their hands. This is particularly important to brands that want to know whether their audio ads are actually getting the message across. Pandora’s initially partnering with 13 companies to launch the feature, including Acura, Doritos, Volvo, Xfinity, and T-Mobile.

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