An article on Random Culture looks at the alternatives for advertising on

One is to run standard ad units on the site. But advertisers are really limited to banner ads on the top of the site, and a couple different placements on a user’s homepage profile, or when a user is logging in. Due to the fact that MySpace allows profile customization, ad inventory is, for the most part, limited to the banner ad across the top of the page.

The other option is to create a profile. But many advertisers don’t do much with it once the profile has been created. For this type of marketing to be effective, advertisers would need to be really active with this profile, communicating with users and actively seeking many of them out.

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