Back in November, it was reported that MySpace was commanding an enormous 12% of all ad inventory, which didn't seem to square with the paltry revenue numbers it was reporting. Since then it's come out that MySpace traffic may be inflated, which helps explain why it's of such low value. Now, the site accounts for 17% of all impressions, though it still hasn't got any better at making money. At the moment, most internet advertising is predicated on the idea that people will jump from one site to another if something catches their eye. But at a site like MySpace, where users stay for long periods of time, this model doesn't work so well. In all likelihood the site will never be a major cash cow for its owners, though users of the site, like bands that build up their audience through it, may find it valuable.
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