MySpace launches ad network

Advertising platform allows users to create their own ads to target specific social networking demographics.

MySpace launched a beta version of its DIY (Do It Yourself) advertising platform today that's aimed at allowing individuals and small businesses to create their own ads that can be customized to specific users of the social network.

The new MySpaceMyAds , which MySpace first detailed in November, will allow anyone to create customized banner advertisements using MySpace's HyperTargeting technology.

HyperTargeting allows advertisers to tailor their ads to users based on their interests and other demographic details noted on their MySpace profiles. The technology uses machine-learning tools to analyze all the information provided by users, including the background themes they choose for their profiles and the photos they post to their blogs, to identify which products or services a user may be interested in, MySpace has said.

"MySpace MyAds is a direct marketer's dream - providing entrepreneurs with the most accessible, personalized, and targeted advertising toolkit in the market," said Jeff Berman, MySpace president of sales and marketing, in a statement. "We're giving businesses better ROI ASAP and in today's economy, that's a must-have."

After an ad is created, MySpace reviews it to ensure it meets MySpace's terms of service and then launches the ad. After the ad goes live, MySpace also will provide a suite of analytic tools and key performance indicators noting the number of times an ad was shown, the number of click-throughs and the running cost of a campaign, MySpace said. The advertiser is only charged when a user clicks on the ad as opposed to when an ad is served to a user, according to MySpace.

Michael Arrington, a blogger at TechCrunch, noted that the move by MySpace is part of the effort underway by all social networks to try to bolster revenue from the massive number of users they have attracted to their sites.

"The big social networks are still trying to find their ' Google Moment' - the point when (and if) they find a way to monetize these massive audiences they've attracted," Arrington added. "Google was just a great search engine until they matched it with contextual advertising. MySpace and Facebook need to find their own revenue engine."

Still, MySpace and its rival Facebook trail Google in the revenue they generate per visitor, he noted.

Rick Turoczy, a blogger at Read Write Web, noted the similarities between Google's AdWords and MySpace's MyAds.

"Like Google's ad platform, the new MySpace ad platform allows anyone to establish an account and begin targeting ads to a particular demographic," Turoczy added. "Unlike Google, however, MySpace allows users to build image-based ads on the fly. What's more, advertisers will find [that] the targeting options get exceptionally granular."

The ability to offer granular demographics to advertisements may help bolster MySpace's attempts to create a revenue stream from its user base, he added.

"Will advertisers adopt this 'hypertargeted' platform with the same vigor that has catapulted Google to such incredible heights? That remains to be seen." Turoczy said. "But one thing is for sure, with MyAds, MySpace has taken a decided step forward in attempting to drive revenue using its most valuable asset: its users."

Join the Good Gear Guide newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags myadsMySpace

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Heather Havenstein

Computerworld (US)
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Matthew Stivala

HP OfficeJet 250 Mobile Printer

The HP OfficeJet 250 Mobile Printer is a great device that fits perfectly into my fast paced and mobile lifestyle. My first impression of the printer itself was how incredibly compact and sleek the device was.

Armand Abogado

HP OfficeJet 250 Mobile Printer

Wireless printing from my iPhone was also a handy feature, the whole experience was quick and seamless with no setup requirements - accessed through the default iOS printing menu options.

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?