MySpace Ad Targeting Unveiled This Week

Why are social networks considered such a goldmine for advertisers? Because their users input nothing but personal data. However, finding the right tool to leverage social network data has proved to be difficult. MySpace, the world's largest social network with 110 million active users, aims to take full advantage of its rich user data bank by implementing a new set of targeting tools for advertisers. This week, MySpace execs are expected to shed light on the results of a program testing the new behavioral targeting system, which increases the likelihood that a user will click on an ad by 80%--effectively increasing its revenue per month from $40 million to $70 million, executives said. At a Merrill Lynch conference on Tuesday, Peter Levinsohn, president of Fox Interactive Media, noted the "phenomenal" amount of data MySpace has, saying, "We have an opportunity to provide advertisers with a completely new paradigm." More ...