As we await the announcement form both MySpace and Facebook about their respective expanded profiling and and ad targeting plans, here’s a quote to ponder via this Reuters story (our emphasis): “MySpace said more than 50 advertisers have joined its HyperTargeting program, which mines the information on the social network’s member pages to determine their main interests and what kind of commercial messages they would respond to.
“It’s looking at what they say, what they do and what they say they do,” said Adam Bain, executive vice president of product and technology at Fox Interactive Media, the parent of MySpace within Rupert Murdoch’s News Corp.”
Read this, via Adweek. 11/5/07: “Analysts and agency executives say the moves to uncover what a News Corp. executive once called the “digital gold” of user-interest data and social connections could herald the evolution of behavioral targeting as the greatest advance in Internet advertising since Google perfected keyword-targeted search ads seven years ago.
“It changes everything,” said Michael Barrett, chief revenue officer at Fox Interactive Media, the News Corp. unit that includes MySpace. “Every form of targeting has been trying to get to what that individual is thinking about, passionate about and interested in. It defines the next generation of targeting.”