Myspace owner takes on Facebook's Atlas

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Justin Timberlake: Myspace joint owner.
Justin Timberlake: Myspace joint owner.

As part of the company's plans to regain social-media relevance Viant Advertising Cloud tracks user behavior from ads to purchase

Interactive Media Holdings, owner of Myspace, is to rebrand as Viant Media as it launches a new digital ad product, Viant Advertising Cloud.

Viant Advertising Cloud has some similarities to Facebook's Atlas. It attaches ad codes to users of Myspace to track user behavior from ads down to purchase.

The Vanderhook brothers, the chief executive (Tim) and chief operating officer (Chris) of Specific Media, who bought Myspace jointly with Justin Timberlake for $35 million in 2010, have managed the rebrand.

The newly rebranded parent company Viant, also owned by the Vanderhooks, hopes the growth of Myspace will help their new ad product to become a serious competitor to Facebook's Atlas and Google's ad offering.

In addition to Myspace and Specific, Viant also owns Xumo and Vindicio.

Myspace had around 50.6 million unique monthly users in November 2014, a 575% increase on the same month in 2013, according to Viant.

Tim Vanderhook said the new ad product has been in beta-testing since May 2014, and has tracked some $5 billion in purchases.

He said: "Customers utilizing the Advertising Cloud are seeing a 10 to 20 times increase in their return on advertising spend when compared to other digital advertising-point solutions they had previously been utilizing.

"This establishes a new benchmark as optimising to ecommerce alone falls far short given 94% of retail transactions occur in store."

This article first appeared on campaignlive.co.uk.

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