MySpace Treads Carefully With "HyperTargeting"

Ian Lamont writes "MySpace is preparing to boost its advertising systems, by launching a targeted ad platform called HyperTargeting and creating a Web-based system that lets vendors purchase ads without dealing with human sales teams. HyperTargeting will 'look at a person's interests listed on their public profile and then classify the user into particular interest-specific categories.' MySpace claims that early tests resulted in a 300 percent increase in the number of ad click-throughs. The company apparently learned a lot from Facebook's earlier experiences with Beacon — MySpace members will be able to opt out of HyperTargeting, according to the company."