Shazam execs' talk of using their proprietary data for advertising puts them in league with The Weather Company, Pandora and Amazon, which are all mining information like pollen count, song choices and product purchases to inform ad targeting. Mr. McGurn said the Shazam app ingests the live audio feed from 160 TV networks every day. That positions the app as an ally to TV networks trying to stem their share of ad spend from being siphoned online.
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