MySpace yesterday announced HyperTargeting by MySpace technology. HyperTargeting, which MySpace quietly launched in July, allows advertisers to connect with specific user groups based on the interests users express in their MySpace profiles.
HyperTargeting by MySpace has completed its first phase and now has more than 50 advertisers, including Procter & Gamble, Ford, Sony Electronics, Taco Bell, Universal Pictures and Toyota.
"Our mission with HyperTargeting by MySpace was to build an ad platform that translates our massive amounts of self-expressed user data into highly targeted, interest-based segments, enabling us to better serve the exact right ad to the right person at the right time," said Michael Barrett, chief revenue officer for Fox Interactive Media, in a statement.
"We far exceeded our initial goals in increasing campaign performance for our clients - in some cases tripling the performance over comparable campaigns."
During the first phase of HyperTargeting, marketers could buy advertising targeted to users in 10 specific categories: music, movies, personal finance, gaming, consumer electronics, sports, travel, autos, fashion and fitness. In the second phase, now under way, marketers can segment users into 100 additional subcategories. Beginning early next year, MySpace plans to roll out HyperTargeting internationally.
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