Streaming music online is a competitive business.
Spotify is probably the most recognisable provider, but the likes of Deezer and Grooveshark are also posting strong user numbers.
In order to keep attracting new users, one of the key challenges for streaming services is differentiating themselves from the competition.
Last.fm seeks to do this by tracking user listening behaviour and recommending artists based on their musical tastes. Since launching in 2002 the London-based company has collected 65bn pieces of track data from its users, which is obviously a powerful tool for advertisers.
To find out how Last.fm makes use of its data and sell its service to marketers, I spoke to commercial director Chris Wistow…