Ross Levinsohn, president of News Corp.'s Fox Interactive Media unit, said FIM is increasingly using MySpace and other properties - including game site IGN and movie review site Rotten Tomatoes - to accumulate information about users and their interests to help marketers target specific audiences, writes DM News.

Levinsohn is quoted as saying by MediaPost that the "digital gold inside of MySpace wasn't the number of users, but the information they're providing, structured and unstructured data" - both demographic and psychographic - that FIM can use to figure out the brand preferences of young people on the web.

Levinsohn said mainstream marketing on MySpace would be limited to the "well-lit" areas, such as the site's Books, Comedy, Film and Games sections - and not on often risque personal profile pages, which tend to scare off marketers.