Google, MySpace And The Segmentation of Social Networking Quickens.

Buried in Google’s quarterly results was a note saying that it was having a harder time than anticipated getting ad revenue out of MySpace. Surprise, it’s turning out that social networking is not the holy grail of advertising—people don’t like to have ads shoved at them when they are connecting. For this reason, there is a lot of defection going on in the social networking area, as people leave and set up their own gated social networks. If you want to advertise to them, you have to ask permission. This segmentation of social networking is topic No. 1 in the ad world and Critical Mass’ David Armano has been covering it insightfully for a while now.

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