Date: 05-02-2008
MySpace has launched a targeted ad platform called HyperTargeting to boost its advertising systems. According to Travis Katz, senior vice president for MySpace International, HyperTargeting classifies people according to the interests listed in their profiles and then stores their information in interest-specific categories, allowing advertisers to target users based on those interests. However, in a nod to increasing concerns over how personal information is used, MySpace will allow users to opt out of the HyperTargeting system. The Times Online reports MySpace boss Chris de Wolfe saying that he hopes to expand the number of categories to more than 1,000 in the coming months. Facebook also has similar features in its site and will be announcing newer ones shortly. MySpace also says that early tests resulted in a 300% increase in the number of ad click-throughs.
