DENVER — Internet radio service Pandora has a method the company believes will identify listeners as Democrats or Republicans.
It’s a useful piece of information because, according to the Wall Street Journal, the company plans to use the information to sell advertisements to the political parties.
Pandora is matching election results with subscribers’ musical preferences by ZIP code. It then compares that data with a user’s musical tastes and whether or not an artist is more likely to be listened to by Democrats or Republicans.
The initiative is part of a growing trend among media companies to find new ways to tap into information users share freely on the Internet.