HyperTargeting allows advertisers to choose from a growing list of 100 "interests" when placing as on the site.  SelfServe brings this concept to the local, band and small advertiser level with a self-service platform.

MySpace’s offering does not match Facebook’s digital flyer program which allows self service ad placement tied to key words like "Grateful Dead" or "heavy metal", but it’s another example of why social networking is quickly becoming the new marketing platform for music.

Related: Press Release, Google’s Open Social Platform

Comments

Tag:

SelfServe, as the system is known, “lets marketers purchase, create and analyze ad performance throughout the Fox Interactive unit’s network,” according to David Kaplan.  And ad performance should be unusually good, since MySpace seems intent on using information within users’ profiles to enhance ad targeting.

This could lead to some privacy concerns – people design profiles for their friends, not faceless corporations.  But between banner blindness and general indifference, MySpace should be fairly safe.  Also, Facebook is reportedly moving ahead with similar plans, which will reduce the chance that users would simply switch social networks in protest.

It remains unknown how much money MySpace will bring in thanks to this development; early estimates put the number between $40 million and $70 million per month, yet even assuming that’s accurate, it’s a huge range.  SelfServe is meant to be used by companies of all sizes, though, so look for some big initial earnings.

If SelfServe works well enough, it could even help shift attention away from Facebook and back to MySpace.