MySpace Aiming Ads at You and Only You

Site rolls out 'HyperTargeting,' but does it work?
By Sam Gale Rosen,  Newser Staff
Posted Nov 5, 2007 4:43 PM CST
Chairman and CEO of News Corporation, Rupert Murdoch, right, and Chris DeWolfe, left, Chief Executive Officer and Co-founder, MySpace listen to questions during a talk at Web 2.0 conference in San Francisco,...   (Associated Press)
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(Newser) – MySpace is entering the second phase of its "HyperTargeting" advertising program, meant to use data from member profiles to match up users with the perfect online ads. But CNET blogger Caroline McCarthy became skeptical of how dead-on the targeting is when her profile offered her "a Christian dating service, acne medication, and diet pills."

When not insulting tech bloggers, HyperTargeting is supposed to, for instance, match certain ads with members who say they like science fiction movies. This will allow the site to "better serve the exact right ad to the right person at the right time," says the chief revenue officer of Fox Interactive Media, which owns MySpace.