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Quick Hits: Myspace No Place for Targeted Ads


Brief scrutiny of today's headlines.

A lean online-advertising market is forcing everyone to scramble for ad dollars.

MySpace, a division of News Corp. (NWS), is catering to advertisers by letting brands dominate its home page and creating areas throughout the site for advertisers who are reluctant to put their name on an individual's profile page.

It's part of MySpace's effort to compete with Yahoo's (YHOO) and Microsoft's (MSFT) Internet portals.

MySpace's new marketing effort is distinctly different from those of Facebook, and marks a new round in their ongoing battle.

"We can get 50 million eyeballs on our homepage so we can compete against the portals," Chris DeWolfe, MySpace's chief executive officer and co-founder, told the Financial Times.

MySpace doesn't plan to go toe-to-toe with Google (GOOG), Monster of the Internet, but believes it can compete with other major companies for display advertising and branded pages.

In the past, MySpace has relied on information supplied by users to provide targeted advertising. This has been popular with advertisers, but provides a limited revenue stream.

Broad ad campaigns on social-networking websites are new, and it's unclear if such efforts can deliver results for advertisers.
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