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SNAP Summit 2.0March 25, 2008
MySpace Developer Platform
EcoSystem History
MySpace Developer Platform APIs
OpenSocial
Platform Surfaces
Security, Privacy and Safety
Balancing Virality and User Experience
Monetization
MySpace Application Ecosystem History
MySpace users have been using applications for years
• YouTube• PhotoBucket• Slide• RockYou
Existed because of core MySpace values:
• Minimal creative restrictions• Encouraging self expression• Maintaining high levels of customizability
Beneficial to users, developers, and the MySpace ecosystem as a whole
MySpace Developer Platform: APIs
OpenSocial APIs • JavaScript/HTML for embedded applications• With MySpace-Specific Extensions
REST APIs• Enables server-server communication• Oath authentication
• Lays the technical groundwork for data “availability” and “portability”
ActionScript APIs• Flash support
Why OpenSocial?
Commitment to Open Standards• Openness has always been key to MySpace’s success• Openness helps everyone
Portability• Developers can spend more time building a great product rather than
rebuilding it for every social network
Leverages existing web technologies• No need to learn proprietary development languages
OpenSocial Support
Full support of OpenSocial public spec
Currently support V0.6• Support for V0.7 coming soon
MySpace-specific extensions• Bulletins• Additional attributes for bands, etc.
Surfaces
Profile Surface
Canvas Surface
User Homepage Surface• Powerful, user specific surface• Enables the application to show
specific data to a user (that might not be relevant on a users profile)
Application Gallery
Application Profile
Security, Privacy and Safety
We have industry leading security technology and safety practices
Applications will go through a safety review process before going live to our members.
Applications will be governed by the same privacy controls that are in place for members
• An application will never have access to information that cannot be found on any member’s profile page
We will be employing new technology designed to ensure that applications are safe for end-consumers
• Caja – MySpace and Google Joint Javascript Sanitizer• Proprietary MySpace Technology
Balancing Virality and User Experience
Ensuring Virality Vs. User Experience• Taking a long term approach to growth and distribution• Ensure a clean application experience
Artificial/Spammy growth is not necessary
Measured approach to application growth• Initially applications will be able to initiate the workflow for
sending a message on a 1:1 basis
Restrictive early on, slowly increase communication channels
The Business of Social Platforms
Monetizing social media is hard for traditional players because traditional approaches don’t work
We are laser focused on solving this problem:
– 300 people in sales: Class 1 – branded sales, Class 2 – performance sales, Class 3 – network
– 150 engineers and product managers in Monetization Technology
– All of our inventory runs off of one ad server and we can yield-optimize every singe impression
Our philosophy: sell PEOPLE not PAGES
Ad Products Driven by User Data
Behavioral:Groups, Content pages
DemographicGeographic
Declared Interests
Blogs &Unstructured Data
Friends: RelationshipsBrand affinity
Backgrounds and images
Hyper-Targeting Product Overview Powerful new tool that leverages MySpace’s
unique platform for self-expression Aggregates users with shared interests into
targeting segments Offers efficient means of targeting people
around their passions
Meet Brad, Sports fan and Music lover:
SPORTS
MUSIC
Hyper-Targeting vs. Traditional ModelsFreely expressed data in a user’s Personal Profile offers marketers more authentic, powerful, and direct targeting beyond common proxy methods
General Web Proxies MySpace User-Expressed
Demographic
Behavioral
Content
Targeting Method
Required or optional registration data
Pages viewed, clicker retargeting
Personal fitness and sports articles, search terms, shopping sections
Male, 28, Aries, CU Boulder grad, nonsmoker, want kids someday
Sample Target ATHLETIC SHOE BUYER (M18+, Active, Sports Fans, Healthy)
About Me: “I feel the need for speed – bring it on”Interests: running, fitness, outdoors, South Park, travel, NFL, PhishBlog: “I need your support! have gone off deep end and agreed to cycle 100 miles…” Comments, Photos, Videos
Member: The Raider Nation, Snowboarders, Track & Field RunnersFriend: Nike and Jeep Communities
Hyper-Targeting Example: Movie CategoryAction/Adventure Thrillers Comedies Concepts
Action Classics Crime Thrillers African-American Comedies TragedyAction Comedies Erotic Thrillers British Comedies AnimalsAction Thrillers Espionage Thrillers Cult Comedies NatureAdventures Foreign Mystery & Suspense Dark Humor & Black Comedies EducationalAfrican-American Action Mobster Foreign Comedies Holidays & ChristmasBlockbusters Mystery Latino Comedies BattlesComic Books & Superheroes Murder Mysteries Political Comedies BetrayalCrime Action Political Thrillers Slapstick HeroesDeadly Disasters Sci-Fi Thrillers Spoofs & Satire ViolenceEspionage Action Supernatural Thrillers Sports Comedies GoreForeign Action Suspense Stand-Up Affairs & Love TrianglesMartial Arts Disney FilmMilitary & War Action Animation Romance SequelWesterns Anime/Japanimation African-American Romance True Stories
Foreign Romance Essential CinemaChildren & Family Dramas Romance Classics Based On A Novel
Family Movies African-American Dramas Romantic Comedies TragedyChildren's Movies Biographies Romantic Dramas AnimalsTeen Comedies Courtroom Dramas Love Stories NatureTeen Dramas Crime Dramas EducationalTeen Romance Cult Dramas Classics Holidays & Christmas
Film Noir Classic Comedies BattlesDocumentaries Foreign Drama Classic Dramas Betrayal
Latino Dramas Classic Sci-Fi & Fantasy HeroesReligion & Spirituality Melodrama Classic Thrillers Violence
General Religion & Faith Military Dramas Classic War Stories GoreChristianity & The Bible Period Pieces Classic Westerns Affairs & Love TrianglesNew Age/Metaphysical Political Dramas Epics Disney FilmDeath & The Afterlife Romantic Dramas Foreign Classics SequelGood vs Evil Showbiz Dramas True Stories
Sports Dramas Foreign Essential CinemaTearjerkers Foreign Classics Based On A Novel
Sci-Fi & Fantasy Foreign DramaAction Sci-Fi & Fantasy Horror Foreign Romance By Actor/Director/TitleAlien Sci-Fi B-Movie Horror Foreign Action Top Films (100)Classic Sci-Fi & Fantasy Foreign Horror Foreign Mystery & Suspense Top Actors (40)Fantasy Ghost Stories Foreign Sci-Fi/Fantasy Top Producers/Directors (20)Foreign Sci-Fi/Fantasy Horror Classics Foreign ComediesSci-Fi Adventure Monsters Foreign HorrorSci-Fi Dramas Satanic StoriesSci-Fi Horror Slashers and Serial Killers SportsSci-Fi Thrillers Supernatural Horror BaseballSpace Teen Screams BasketballSupernatural Sci-Fi Vampires Boxing & Wrestling
Hyper-Targeting Example: Auto
AUTO
Meet Thomas, car buff:
Hyper-Targeting Example: Health & Fitness
Meet Southern Girl, athlete and running fan:
HEALTH & FITNESS
Over 150 Advertisers Use MySpace Hyper-Targeting