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Importantly, MySpace has detailed logs of its users' preferences, online behaviour and personal information, allowing advertisers to target potential market segments.
We always hear complaints here about Google storing information of users and search behaviour in their database. This however seems not only a database with much more personal information than Google's database, the owners of MySpace actively want to used that information for their own financial benefit.
Myspace's goal is to enhance this intimacy and make it more effective at social networking--and this deal, if done correctly, could do just that.
the owners of MySpace actively want to used that information for their own financial benefit.
I think hi5 is already doing that. It says that I like web development in my profile and I keep getting hosting, website, domain adsense ads when I browse the site and view pages that totally unrelated to that stuff.
I often wondered why Myspace didn't go for it on their own. They had the traffic to make it possible.
It seems pretty clear to me that the Myspace technology staff are having enough trouble keeping the site running to worry about building their own search technology.