5th November 2007
After completing the first phase of a pilot scheme, MySpace is to use members' personal information to target adverts to their individual interests.
The system is named "hyper-targeting" and the company claims that more than 50 advertisers have so far signed up, including Proctor & Gamble, Ford and Sony.
Adam Bain, executive vice president of product and technology at Fox Interactive Media - parent company of MySpace, told Reuters: "It's looking at what they say, what they do and what they say they do."
He explained that members do not have to necessarily name all their individual interests, but that MySpace will be able to establish their preferences from what they do list.
ComScore research showed that MySpace is the most popular social network site worldwide, attracting 114 million users during June 2007, an increase of 72 per cent from the previous year. Facebook was the second most popular, with 52 million visitors.
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