MySpace is striving to find ways to bring more of the ad sales process on the social network into its own hands, reports Mediaweek.

Speaking at the UBS 35th Annual Global Media & Communications Conference, Fox Interactive Media CRO Michael Barrett said it's trying to reduce its dependence on third-party ad sellers. That would include Google, which sells ads against the search functionality it provides on the site.

To this end, MySpace doubled the team working on bringing in revenue and created a new performance-based advertising team.

About 30 percent of MySpace's ad revenue now comes from Google, with another 10 percent coming from the mix of ad networks it works with.

Barrett says its new system of targeting user profile data, coupled with an experiment next year in monetizing user-generated video, should go a long way to making brands anxious to advertise on MySpace.