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