MySpace Integrates Sponsored User Updates from Ad.ly

  |  June 3, 2010   |  Comments

Social network welcomes in-stream ads as rival Twitter does its best to outlaw them.

As Twitter tries to outlaw third parties that piggy-back its platform and place advertiser content into users’ posts, MySpace is instead choosing to embrace them, and today announced a deal with in-stream ad network Ad.ly.

The agreement will allow MySpace users registered with Ad.ly to publish advertiser content in their updates in exchange for payment, of which the social network will take a cut. Users can decide which messages from advertisers they want to support.

According to a MySpace press release, the integration of Ad.ly’s platform will "bring together key influencers with key marketers to broadcast targeted messages to their friends."

Sean Percival, director of content socialization for MySpace, said, "MySpace pioneered tools for musicians and now with this new relationship with Ad.ly we’re doing the same for our community of social leaders."

The official statement did not address the potential impact to user experience on the site following the introduction. In a recent blog post explaining the reasons for attempting to remove such platforms from its own network, Twitter specifically cited that issue as one of its considerations. "Third party ad networks are not necessarily looking to preserve the unique user experience Twitter has created," wrote Twitter COO Dick Costolo.

Costolo also pointed out that Twitter receives no revenue for carrying such ads, but said the company’s primary concern was forgoing "near-term revenue opportunities" in favor of monitoring the impact of ad products on user experience. MySpace has instead opted to take a share of revenue for making its platform available for in-stream ads, though sponsored updates will be marked to help users identify them easily.

Ad.ly actually claims it will not be affected by Twitter’s ban, presumably since it does not insert ads into users’ updates automatically, but instead requires users to manually approve and publish them. According to Ad.ly’s site, current advertisers in its network include "celebrities" such as Kim Kardashian and musician Pete Wentz, and advertisers have included major brands including Sony, Universal Pictures, and Microsoft.

In the press release, Derek Rey, VP of sales for Ad.ly, said the relationship with MySpace will help further scale its network, generating greater reach for its advertisers. The company did not return requests for comment on the MySpace deal or its relationship with Twitter.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...