Clickz writes that Fox Interactive Media buys an ad targeting firm to leverage MySpace profile data. And I ask myself: what the heck have they done before? They have, apparently, used some data to optimise for Google ads, but much was not done.

„The driving reason to do it is to make more money selling ads,“ said Barrett.

I’m impressed by their sharpness. Or by Clickz actually publishing that quote?

Till now, the News Corp division has done little to capitalize on the information that, when paired with SDC’s ad optimization technology, will allow for highly-refined audience segmentation and contextual micro-targeting.

So what’s new?

Anyway, apart from that, it is of course the right move. A little late – and it can’t just be due to the fact that they had to go through „a ton“ of potential firms for acquisition.