SNAP Summit 2.0 March 25, 2008

MySpace Developer Platform EcoSystem History MySpace Developer Platform APIs OpenSocial Platform Surfaces Security, Privacy and Safety Balancing Virality and User Experience Monetization

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 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

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

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.

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

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

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

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

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 Demographic Geographic Declared Interests Blogs & Unstructured Data Friends: Relationships Brand 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

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:

Hyper-Targeting vs. Traditional Models Freely 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, Phish Blog: “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 Runners Friend: Nike and Jeep Communities

Hyper-Targeting Example: Movie Category Action/Adventure Thrillers Comedies Concepts Action Classics Crime Thrillers African-American Comedies Tragedy Action Comedies Erotic Thrillers British Comedies Animals Action Thrillers Espionage Thrillers Cult Comedies Nature Adventures Foreign Mystery & Suspense Dark Humor & Black Comedies Educational African-American Action Mobster Foreign Comedies Holidays & Christmas Blockbusters Mystery Latino Comedies Battles Comic Books & Superheroes Murder Mysteries Political Comedies Betrayal Crime Action Political Thrillers Slapstick Heroes Deadly Disasters Sci-Fi Thrillers Spoofs & Satire Violence Espionage Action Supernatural Thrillers Sports Comedies Gore Foreign Action Suspense Stand-Up Affairs & Love Triangles Martial Arts Disney Film Military & War Action Animation Romance Sequel Westerns Anime/Japanimation African-American Romance True Stories Foreign Romance Essential Cinema Children & Family Dramas Romance Classics Based On A Novel Family Movies African-American Dramas Romantic Comedies Tragedy Children's Movies Biographies Romantic Dramas Animals Teen Comedies Courtroom Dramas Love Stories Nature Teen Dramas Crime Dramas Educational Teen Romance Cult Dramas Classics Holidays & Christmas Film Noir Classic Comedies Battles Documentaries Foreign Drama Classic Dramas Betrayal Latino Dramas Classic Sci-Fi & Fantasy Heroes Religion & Spirituality Melodrama Classic Thrillers Violence General Religion & Faith Military Dramas Classic War Stories Gore Christianity & The Bible Period Pieces Classic Westerns Affairs & Love Triangles New Age/Metaphysical Political Dramas Epics Disney Film Death & The Afterlife Romantic Dramas Foreign Classics Sequel Good vs Evil Showbiz Dramas True Stories Sports Dramas Foreign Essential Cinema Tearjerkers Foreign Classics Based On A Novel Sci-Fi & Fantasy Foreign Drama Action Sci-Fi & Fantasy Horror Foreign Romance By Actor/Director/Title Alien 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 Comedies Sci-Fi Adventure Monsters Foreign Horror Sci-Fi Dramas Satanic Stories Sci-Fi Horror Slashers and Serial Killers Sports Sci-Fi Thrillers Supernatural Horror Baseball Space Teen Screams Basketball Supernatural 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