Pandora is a leading music streaming service that uses the "Musical Genome Project" to analyze songs and build personalized playlists for over 72 million active listeners each month. The project involves "musicologists" breaking down songs into over 450 characteristics or "genes" to map musical similarities. Pandora then uses algorithms to find other songs with matching genes to provide individualized music discovery and radio stations. While Pandora focuses on accurate targeting of advertisements using customer demographics and location, integrating weather data could allow them to further tailor music recommendations based on how weather impacts mood and music preferences.