paidContent reports that MySpace will launch contextual, targeted advertising on its members’ profiles starting soon. After six months of testing with a 100-member team in MySpace’s parent corporation, their system will analyze the content of members’ profile pages and display relevant ads alongside the content.
The program is currently in a pilot phase with 10 “enthusiast” segments with some select advertisers, and will be available broadly this fall other segments. Also, in November, MySpace will launch a self-serve online ad system to allow smaller companies to aim at MySpace users with their ads.
They expect the advertising to jump 80% in click-through rate, while doubling their monthly revenues (to $80m).
They did not explain why they did not choose an extant contextual advertising platform, but it’s likely that they’d profit more from a home-grown solution.