I like the Lotame approach and also Behavioral Remarketing. Blue Lithium and Right Media have been doing this with success on MySpace and other Social Media for some time now.

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You have a large crowd and such carelessness is disheartening.

They have it. They rolled out “Hyper Targeting” which works in a very similar manner (target based on interests and such). From what I heard from a FIM senior manager speak, it’s doing quite well for them.

Affliate Expert-

I definitely agree, the key to this inventory is to combine other methods of targeting, rather than contextual which has questionable value there (of course, some studies point behavioral providing better lift than contextual in general, so it’s no wonder it does better for this type of inventory).

It’s just not cutting out too well for Google in that space, they need to focus

I agree with you that most social networking sites are more focused to user oriented activities such as message, group, friending, etc. Not much as to advertising activities. But would be interested to see like what M. McMahon mentioned if MSFT/YHOO adpower combined moving forward in the Social Media space.

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Contextualization is only of limited value in a setting like myspace (or other social networks). Content isn’t the driver on these sites. The better monetization strategy is with targeting data about users themselves as they go around myspace. And even then, there are so many pageviews as people go about different things that each individual ad is worth so little. Where ads might work well on content sites where people are actively (to some degree) looking for information, on social sites they tend to be focused on user oriented activity (messages, friending, etc) and not particularly open to ads.