News Corp. builds online ad network "FIM Serve"


News Corp.’s Internet division plans to launch an online network to sell advertising across all of its media properties beginning the first half of next year.
Fox Interactive Media president Peter Levinsohn told the Reuters Media Summit in New York the network, internally dubbed "FIM Serve," is the subject of discussion across the company after first being built for its MySpace online social network. "We’re well down the path in terms of discussions with some of the other News Corp. properties to do ad serving," Levinsohn said. "Ultimately we’ll take the company off network and become an ad network for assets outside of the News Corporation empire."

The genesis of the decision likely comes from its work to better target MySpace users, a project which it launched over the summer called "HyperTargeting," said Reuters. The technology mines the profiles of its 110 million global users to bring them ads more relevant to their interests.