Pandora’s political predictions are part of the company’s efforts to create custom ads for the mid-term elections. The process works by looking at the listener’s zip code and then comparing it to the previous votes from that area. Then the app looks at what kind of music is being listened to and determines a political party, ABC New notes.
For example, the app predicts that those who listen to country in a Republican-heavy zip code are most likely Republican and that those who listen to electronic, jazz and reggae in a Democrat-heavy area are likely Democrats. The predictions are currently correct 75% to 80% of the time, reports ABC News.
The political predictions are being offered up to both political parties and will give them a group of some 73 million listeners to target with campaign-specific ads.
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