Pandora’s search engine, a powerful streaming music service, has been using a proprietary algorithm that has been quietly collecting user data for months, according to two people familiar with the matter.
The people, who spoke on the condition of anonymity because the company did not want to be identified discussing internal company matters, said the company’s internal data collection is designed to better understand what songs and albums you listen to and to provide insights into what you’re most likely to like.
The new collection is part of a strategy by Pandora, owned by Google Inc., to make the service more personalized, according the people, two of whom spoke on condition of not being identified discussing company matters.
The search engine also is trying to streamline its user interface.
The data collection, the people said, has continued since Pandora acquired the rights to use and collect information from Apple Inc.’s iHeartRadio service last year.
The Pandora executives who are now running the company are using the data to understand what kind of music you might like to listen to, what kinds of movies you might want to watch, how much time you have to listen, the person said.
This is important because there are many people listening to a music service who might not be aware of what you might have done.
The internal data will help the company better understand how people listen to music, the second person said, speaking on the basis of a company document.
Pandora has a goal of selling 10 million songs and more than 500 million albums by 2020.
The company is still working to build the service into its existing user interface, the first person said and did not elaborate.
The company has begun working on a new interface that will provide users with personalized music recommendations based on their preferences.
Pandora said in a statement that it does not comment on rumor or speculation.
Pandora declined to comment for this article.
The use of Pandora’s data for personalized music is not the first time the search engine has used data from Apple’s iHeart radio service to help create personalized music suggestions.
Apple, which owns the Beats Music service, uses the same data as Pandora to generate music recommendations.
Apple said in November it would stop using iHeart data for its personalized music and would focus on providing its own music services.
The change did not affect Pandora’s personalization.
Pandina’s acquisition of Apple’s iTunes music store in 2016 has raised concerns about its willingness to sell user data to the music industry.
In its announcement, Pandora said it would not use Apple’s data, instead using the company to help make its own personalized music service.
It said it will retain the iTunes data, but that it would share it with music companies and publishers.
The two companies declined to be interviewed for this story.
The companies’ data collection has been part of their larger effort to improve the service.
In addition to the Pandora data, Apple said it plans to use Pandora data to help develop its own customized music recommendations, including recommendations for movies, TV shows and music.
The people said Apple will share data with music publishers, but only with the goal of helping them build their own personalized service.
Pandona’s goal is to build a personalized music listening experience that can be used by people on the go and that will appeal to those who want to listen more to music and less to the media they consume, the company executives said.