Bambi Francisco wrote a thoughtful column (and a blog post) on a very intriguing topic: Could (or, will) MySpace launch its own search tools to capitalize on the reported 8.2% search traffic it’s pushing Google’s way? (UPDATE: Mark Pincus doubts this figure.) She goes on to suggest:
…on the Web, global communities based on shared interests are actually the newest forms of clustering audiences for advertisers.
And, of course, MySpace is the largest such collection of such communities.
I think she’s touching on one of the most under-performing promises of the internet – the true intention-based ad model. Google comes the closest so far, with the PPC offer. MySpace, mined intelligently, and coupled with a good search engine, could be better.