MySpace To Target Advertising In User Profiles

MySpace recently announced that they will start using “highly targeted” advertising within user profiles and blogs at the popular social networking site.

MySpace started experimenting with “interest targeting” in July, disseminating users likes and dislikes based on the information that is provided (and written about) in their MySpace accounts. With this knowledge, they will then display ads that offer products and services that cater to the needs and wants of the web user, which could result in increased conversion rates for advertisers.

“This is really just the beginning for us,” he said. “No one else in the marketplace can offer this kind of concentrated reach.”

At a conference in New York, News Corp. CEO Rupert Murdoch remarked on the importance of creating categories for advertisers to buy on MySpace and vowed “to build it better than anybody.”

It goes without saying that this type of targeted marketing will cost a premium to advertisers. eMarketer projects that spending on behavioral targeting will nearly double to $1 billion next year and hit $3.8 billion by 2011.

USA Today

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