Wed, Sep 19 2007 6:44
MySpace Launches Targeted Ad Program
The Web site started the first phase of its
"interest targeting" experiment in July, culling likes and dislikes
from its users' pages to sell ads in 10 broad categories such as
finance, autos, fashion and music.
MySpace advertisers can now get much more than the basic demographic
data contained in site registration forms, Peter Levinsohn, who heads
Fox Interactive Media, told an investor conference.
The site has more than 3 million users in each category and can
place ads based on responses to questions about users' likes and
dislikes, favorite movies and music. Data is even extracted from blog
entries, where users write at length about their lives.
Targeting ads well can be lucrative for MySpace and its corporate
parent, but it can also backfire if users believe their personal
expressions are being misused.
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