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."

They haven't learned

[solweil]

It sounds like they haven't learned from Facebook. I thought the whole problem is that Facebook had an opt-out rather than opt-in system. This supposed improvement is also an opt-out system.

This is NOTHING like the Facebook Beacon issue.

[wdavies]

Its just an extension of demographic advertising, augmented with data-mining of more content based information (such as what bands you say you like).

Yahoo does the same sort of thing, and so would Google if they had more of a portal (and pretty sure they will build user models from your searches eventually - what do you think Google Toolbar's motivation is). Yahoo's is more subtle (and more insidious even) as they are tracking your page views on the Yahoo site, and building a model of you in terms of things like finance, football, blah.

MySpace's targeting is based on what YOU EXPLICITLY SAY about yourself in public. For sure, if you're profile is completely private, then perhaps they shouldn't mine your data for targeting, but frankly, its really hardly an invasion of privacy (unlike sharing your video rental/purchases would be cf Facebook). It will probably take into account groups and bands you link to.

It should result in better ads for users (assuming you are willing to assume ads for free hosting is a reasonable trade off).

Winton

A better use for keywords.

[mecenday]

It'd be great if myspace could use the same technology to help their *users* find people with similar interests, instead you have to wade through a sea of groups, forums, and crappy search results. lol. I guess advertisers come first, it's a business afterall.

On another note, damn I hate context ads. Everywhere I go Google serves up "meet hot local shemales" ads, because I happen to be transgender and that's probably the most profitable keyword on my profile.... everywhere, the same damn ad. It's like Google's some sort of overbearing e-pimp who doesn't take no for an answer. Bastards.

I'm so tired of that Slashdot rant that goes: "People don't block ads if they're targeted, because it's not as annoying." Targeted ads are *far* more annoying because they pick one expensive keyword and bombard you with it everywhere you go.

I suspect Myspace will be more of the same, but stupider. [Blocked!]

Could be improvement for users

[Nerdposeur]

I haven't used MySpace in a long time, but when I did, I was annoyed at how UN-targeted their ads were. I had listed lots of Christian music and writers in my profile, but was always getting skanky ads that bordered on obscene. Adblock didn't stop all of them.

At the time, I emailed them to say that they were wasting an opportunity and hacking off their users by ignoring the very profile information they had collected when it came to displaying ads.

I don't think privacy is as big a deal here as in say, Google searches. After all, you've already knowingly posted your profile information; what's the harm in them using it to give you ads you won't hate (as much)?

Re:They haven't learned

[lbgator]

I don't know if this was a serious comment or not, but I have recently taken this tactic. Griping on /. is important so that your views get spread around amongst your peers, but after you have an informed decision - start griping to your elected officials.

Don't like net neutrality? Don't like IP/Copyright law? Don't like the fact that stevia [wikipedia.org] can't be sold as a food additive? Write your govenor/senator/congressman/whomever and let them know. The reason we get these BS systems in place is because the a**hats are in the ears of our representatives. It takes five minutes to write an email - it doesn't have to be eloquent or anything. Just a quick "hey I'm a regular dude and I think that such and such is no good". If the /. crowd in general would take that tactic we could start fighting about xhtml 5 or something.