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MySpace Taking Big Advertising Step

Posted on 9.18.2007

Many pundits will tell you that social networkers despise advertising and will revolt when their networks attempt to place ads on thier pages. Well, MySpace is about to do just that, and the reaction will be nothing of the sort.

MySpace announced that they will place targeted contextual advertising on members' profile pages very soon. The system will analyze profile pages and serve up ads based on information contained within. There are also plans to allow smaller advertiser to target MySpace users as well. MySpace predicts an 80% jump in click-through rate.

So will there be outrage? Will social networkers unite in protest? No. First, advertising already appears on user profiles and login pages. Second, people are in too deep - the amount of effort spent networking, building friends, messaging, dating and customizing pages will far outweigh the annoyance of a few ads. And third, targeted online advertising is everywhere and this demographic of Internet user is used to seeing them. Social networking has evolved from a private way to keep in touch with friends to a public sphere. These pages are no longer little private corners of the Web, but fully indexed Web pages. And users know it. And just like any other Web page, they expect to see advertisements.

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