Google admits social network's are tough to monetize..or is the monster from mountain view just piling on

Two points, just points or a trend?

Google blames disappointing earnings on difficulty monetizing the social networking inventory that they paid for Myspace's Google’s Loss Is Murdoch’s Gain

“We have a huge amount of social networking inventory, including the
MySpace relationship,” Mr. Brin said. “I don’t think we have the killer
best way to monetize social networks yet. We are running a lot of
experiments and we have had some significant improvements. But some of
the things we were counting on in Q4 didn’t pan out. There were some
disappointments there.”

Simulateously...Lookery “Guarantees” (Drum Roll) 12.5-Cent CPMs. 

So social networking is hard to sell as an advertising medium....that's wasn't hard to predict.  Advertising inside of people's personal communications is clearly more invasive that any other form of advertising.

Of course it is in Googles best interest to keep the digital ad market focused on search as opposed to flowing out to myspace and facebook.   I wonder what this means for youtube?

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