Distributed Revenue-Sharing Ad Platforms

Publishing 2.0, he sez people don't visit MySpace, they visit eachother. And you can't force people to take ads on thier own spaces, but you can give them the tools to do it. We sort of agree.

Distributed Revenue-Sharing Ad Platforms Are the Paradigm For Monetizing Social Media.

As I’ve argued before, the reason why News Corp is struggling to monetize MySpace is that most people who visit MySpace are not visiting “MySpace,” the News Corp media property — they are visiting EACH OTHER.

News Corp needs to stop thinking in terms of “owning” MySpace’s page views — advertisers don’t want to advertise on those pages because News Corp doesn’t control the content. And MySpace users don’t want the ads appearing on “their” pages uninvited.

It would seem the real opportunity is for someone, News Corp or a third party, to offer MySpace users a platform like AdSense to monetize their content. In this scenario, MySpace is merely a free host, like Blogger — it gives them no advantage in providing this distributed ad platform.