MySpace plans new display-advertising network

Based on technology already used by Toyota, Taco Bell and Procter & Gamble

In a move aimed at generating revenue from the vast amount of data the social networking behemoth has accumulated about its millions of users, MySpace unveiled plans today to launch a new advertising platform to allow small-business owners, bands and politicians to purchase, create and analyze the performance of display advertisements on the popular social networking site.

SelfServe by MySpace, which will be available early next year, will allow users to create customized advertising with a new ad-creation tool, MySpace said. The tool will allow users to choose among different ad-targeting factors like geography, demographics and various user-interest categories. SelfServe users will select their desired ad placement within the MySpace network and then use a customized tool to pay for their ads. They then can access analytics tools to allow them to track ad performance.

The SelfServe platform uses HyperTargeting by MySpace technology, which MySpace also announced today. HyperTargeting by MySpace has completed its first phase and now has more than 50 advertisers, including Procter & Gamble, Ford, Sony Electronics, Taco Bell, Universal Pictures and Toyota. HyperTargeting, which MySpace quietly launched in July, allows advertisers to connect with specific user groups based on the interests users express in their MySpace profiles.

"Our mission with HyperTargeting by MySpace was to build an ad platform that translates our massive amounts of self-expressed user data into highly targeted, interest-based segments, enabling us to better serve the exact right ad to the right person at the right time," said Michael Barrett, chief revenue officer for Fox Interactive Media, in a statement. "We far exceeded our initial goals in increasing campaign performance for our clients -- in some cases tripling the performance over comparable campaigns."

During the first phase of HyperTargeting, marketers could buy advertising targeted to users in 10 specific categories: music, movies, personal finance, gaming, consumer electronics, sports, travel, autos, fashion and fitness. In the second phase, now under way, marketers can segment users into 100 additional subcategories. Beginning early next year, MySpace plans to roll out HyperTargeting internationally.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Heather Havenstein

Computerworld
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?