Dive Brief: 

• Pandora is launching its first in-car radio ad product in conjunction with the International CES this week. 
• The Internet radio company has been courting the auto industry for several years, knowing that drivers account for nearly half of radio listening, and now the service will be available in nine of the top 10 selling vehicles. 
• Brands that have already signed up for the in-car streaming radio ads include BP, Ford, State Farm and Taco Bell. 

Dive Insight: 

In-car ads from Pandora seem like a natural fit for the service. Consumers are accustomed to a more personalized experience in all of their media, so having Pandora as an option in the car will likely be attractive. This is a huge opportunity for brands, as well, because Pandora holds a wealth of information about its listeners that traditional radio can't compete with. This will allow brands to capitalize on audience information that hasn't really be made available before.