How Does MySpace’s Hypertargeting Work? How Accurate is It?
I’m listening to MySpace’s Amit Kapur talking about hypertargeting on MySpace. MySpace puts users into interest group packages and sells those packages to advertisers. I’m wondering how accuate their non-structured data analysis really is. How much does the non-structured data really factor into the hypertargeting mechanism?
Update: Amit says that their nonstructured data analysis factors in hugely and that it’s very accurate. I want more specifics.
It certainly seems to work, at least for the time being. They’re claiming a 300% increase in click-through rate at this point.
They should use Sentimine to enhance their results. I’ll bet we could do even better. 
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They use a complicated algorithm to put users into ‘behaviour segments’, e.g. ’sports enthusiasts’. This may be fine for some brands, but I wouldn’t describe it as ‘hypertargeting’. It seems as though they’ve wasted a lot of money to ‘identify’ these users when they could of just allowed targeting by actual interests, like Facebook, which would allow for far more accurate targeting (e.g. skiers and snowboarders rather than just sports enthusiasts).
As you’ve said, normal click-through is pretty appalling so even a 300% increase isn’t much better. Plus, they charge 50% extra CPM - that’s £13.50 for a half page ad.
Just to let you know, these figures are from an up-to-date rate card sent to me from MySpace within the last 2 weeks - happy to email it to you if you like.
Thanks,
Josh
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