MySpace Buys Ad Tech Firm

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Fox Interactive Media has acquired Santa Monica advertising technology company Strategic Data Corp.


The move was seen by analysts as a move to help bolster MySpace.com’s profits by implementing advanced, Web-based ad strategies. Terms of the acquisition were not disclosed.


Of particular interest to Fox Interactive was Strategic Data’s ad system. A Fox spokesman said the system will allow a more comprehensive view of user information and that can be stored and then utilized to target individual users with advertising tailored to their profile and interests.


About 54 million people visited MySpace in January, generating about 28.9 billion page views.


Shares in News Corp. were down 7 cents to $23.63 in afternoon trading Friday.

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