Webware

We can expect an announcement very soon that Owen Van Natta will be replacing Chris DeWolfe as CEO of MySpace, All Things Digital reported on Thursday afternoon.

Considering that AllThingsD's Kara Swisher has a very good track record of knowing Van Natta's whereabouts, we're going to take this one as solid. The announcement could come as early as Friday, Swisher wrote, and though there's no word on timing, we're guessing that it'll either be after the market closes or possibly held off until Monday.

Van Natta rose to the tech world's upper ranks as chief operating officer of Facebook, a position he took after a stint at Amazon.com. He left just more than a year ago, either because of internal disputes with CEO Mark Zuckerberg or because he saw no chance that he'd earn the top spot himself anytime soon (or both). He was then reportedly in the running for the head job at MySpace's new music service and apparently withdrew his candidacy.

Right now, he's the CEO of Project Playlist, one of the many "social music" start-ups that is technically a competitor to MySpace Music, and he has been inking deals with record labels to keep away its persistent legal problems.

DeWolfe's departure from MySpace was announced earlier this week as part of a management shake-up that was likely initiated by Jonathan Miller, the new digital boss at MySpace parent company News Corp. There will likely be other departures and new executives, but AllThingsD said they won't be announced quite yet.

Van Natta probably wasn't the only candidate under consideration: there were hints that News Corp. was also looking internally, possibly at sales and marketing executive Jeff Berman.

Either way, MySpace is in need of some fresh ideas, as it continues to slide into second place behind Facebook.

MySpace started off as a hub for indie bands to connect with their fans. Now, with a new partnership with the IAC/InterActiveCorp-owned Citysearch, it's hoping to do the same for the likes of bars, clubs, and restaurants.

Called "MySpace Local," the new section on the News Corp.-owned MySpace will be rooted in existing listings from Citysearch (restricted to major U.S. cities) that are souped up with social features like the ones that you might see on a band or celebrity's MySpace page (photos, videos, comments, and the like). It's launching with just "restaurants," "bars," and "nightlife" categories, but will eventually expand--and it'll only be available to a select number of users this week before rolling out to the rest of MySpace's U.S. users.

"We're using the tools of new media to make the discovery as social and therefore as relevant as possible," said Jeff Berman, president of sales and marketing at MySpace, in a conference call on Tuesday. "The first thing you will see are ratings and reviews from your actual friends. When a reviewer is anonymous or unknown, it's hard to say whether you should care what they think."

Eventually, MySpace Local will highlight reviews from celebrities, "influencers," and power users with "street cred." There will also be new features like menus and possibly an online reservation tool.

This move will put MySpace in competition with fast-growing reviews site Yelp, which has been dealing with image and credibility issues recently but which has nevertheless been catching up to Citysearch in reach.

It'll also present more opportunities for local advertising. The social network has been courting small advertisers with a program called MyAds. But there will be big brand advertisers on MySpace Local, too, with Outback Steakhouse and Coors signing on for the launch.

Citysearch, which recently overhauled its site, also syndicates some of its content to AOL.

Berman said that research showed about 50 percent of active Citysearch users have MySpace profiles that they check at least once a month. "There is healthy overlap, but there is also a healthy new audience to be reached," he said.

This post was expanded at 10:54 a.m. PDT.

MySpace has brought on board some Web-based image-editing tools from FotoFlexer so that members can fool around with the photos they've uploaded to the site.

It's no Photoshop. But FotoFlexer can perform basic editing tasks (cropping, resizing, flipping, red-eye removal), as well as distortion, color effects, and some decoration and "bling" features (always important).

So far, FotoFlexer on MySpace is available only to U.S. users. The tools will roll out internationally soon, however.

This move makes sense for MySpace. Not only does image editing tie in nicely with its longstanding express-yourself, customize-anything vibe, but it's also a way to keep users on the MySpace domain.

The News Corp.-owned social network has been eclipsed by Facebook in worldwide traffic, but relatively recent ComScore statistics have shown that MySpace users stick around for about twice as long on each visit.

Three executives from social network MySpace, including Chief Operating Officer Amit Kapur, are departing the News Corp.-owned company to create a new venture.

The two execs leaving with Kapur are Jim Benedetto, senior vice president of engineering, and Steve Pearman, senior vice president of product strategy.

"We're incredibly excited to see what this team creates together and wish them the best of luck as they transition from helping run a company to building a new one," a statement from MySpace read. "Amit, Jim, and Steve depart as great friends of MySpace and of our executive team. They will remain on board for the next few weeks to ensure a smooth transition company-wide."

A company-wide memo from CEO Chris DeWolfe accentuated the health of MySpace, which has lost significant ground to rival Facebook in the past year. Facebook is now the industry leader worldwide, and while MySpace remains the U.S. leader in social networking, Facebook is expected to surpass it within a year or two. The memo highlighted recent initiatives from the five-year-old service like streaming music service MySpace Music, a redesign last year, and the HyperTargeting ad program.

MySpace has gone through a number of executive shakeups over the past year, including a big one late last July that saw five new executive hires at the same time as a number of departures.

The company would not comment on replacements for the three departing executives, and said that Kapur had not yet disclosed the nature of his new project.

MySpace Chief Executive Chris DeWolfe said that he's "cautiously optimistic" about ad revenue for the News Corp.-owned social network in the face of a recession, Reuters reported Monday.

Speaking at the outlet's Reuters Media Summit, DeWolfe said that MySpace's "revenue and profits are significant and they continue to grow in spite of the poor economy." Fox Interactive Media, the News Corp. division that encompasses MySpace, Photobucket, and other digital properties, was declared the top destination for display ads on the Web several months ago.

But display ads will be hit hard as ad budgets are cut, many critics have said--harder than other forms of digital advertising like search ads. Market research firm eMarketer slashed its 2009 projections by over $1 billion this week.

DeWolfe also said, according to Reuters, that MySpace's revenue in the last quarter was up 18 percent from the previous year's. He's expecting that they'll continue to grow--just not as much.

A new kind of video advertising is coming to MySpace.

The company has partnered with a video advertising company, Auditude, and Viacom's MTV Networks division, to bring Auditude's video ads to MTV content on the News Corp.-owned social network's MySpaceTV video hub.

Here's how Auditude works: it can detect MTV Networks content if either MTVN itself or a MySpace user uploads it, and then it implements both targeted ads and "attribution ads," which provide data about the source of the programming. (For example: an "attribution ad" for Comedy Central talk show The Colbert Report could include information about when the program is broadcast on-air.)

Right now, according to a joint release, Auditude already has four years' worth of 100 television channels indexed in its database, plus 250 million standalone videos.

"As one of the leading providers of online video in the world, we give our fans the power not only to consume our content, but also to share and interact with it across the Web," Mika Salmi, president of global digital media at MTV Networks, said in a release. "With Auditude's solution, we can continue to give users the freedom to take our content wherever they go online, while ensuring that we can monetize it as well."

This is a bit of a surprise coming from Viacom, which sued Google's YouTube over the distribution of pirated content. MySpace has reason to feel jilted by YouTube, too--it's no secret that News Corp. had been interested in acquiring YouTube, which can credit a big part of its rise to embedded videos on MySpace profiles, before Google outbid it.

Auditude says that its technology is compatible with YouTube, as well as Veoh, AOL Video, Dailymotion, and others.

But despite Viacom's beef with YouTube, content from MTV Networks can be viewed on a number of partner sites, like Imeem and Veoh, and episodes of Comedy Central's The Daily Show with Jon Stewart and The Colbert Report are available on Hulu, the joint video venture between NBC Universal and News Corp.

MTV Networks also recently launched MTVMusic.com, a compendium of the longstanding pop-culture brand's music videos.

Fox Interactive Media, the News Corp. subsidiary that owns social sites MySpace and Photobucket, has signed on as the latest member of the Family Online Safety Institute, a nonprofit dedicated to "identifying and promoting best practice, tools and methods in the field of online safety, that also respect free expression."

As the first social network to become a nationwide teen craze, MySpace became a frequent target for safety advocates--including state lawmakers, who ended up working with the social network to create a safety plan for kids and teens online.

Other prominent members of FOSI include AOL, AT&T, Cisco, Comcast, Google, Loopt, Microsoft, Ning, Verizon, and a number of international telecommunications carriers.

"FOSI has been a dedicated leader in promoting online safety and we look forward to contributing to the work they do," Fox Interactive Media Chief Security Officer Hemanshu Nigam said in a statement Friday. "Internet safety is a key priority for us as we strive to keep all teens safer online. This new membership will further strengthen our efforts and will also allow us to share our expertise with other members."

FOSI holds an annual conference about online safety: this year's will be on December 11 in Washington, D.C.

When you think about "bling" on MySpace, you probably think about glitter text on profiles, or maybe Swarovski-studded Sidekicks, not Cartier jewelry. But that hasn't stopped the legendary luxury brand from launching a promotional campaign on News Corp.'s social network.

Starting Thursday, Cartier began featuring branded pages for its "Love by Cartier" product line for MySpace's English, French, Italian, Spanish, and Japanese sites. They'll be online for a year, and will feature new music from 12 artists, including Phoenix, Grand National, and Lou Reed.

Considering MySpace got its start as a hub for music lovers, the Love by Cartier campaign is appropriate in that respect. But considering MySpace is also best known as a youth site, the advertising of luxury brands seems out-of-place--you wouldn't think the audience would be there. Love by Cartier, after all, also has a campaign on the elite, invite-only social network Asmallworld, which has a jet-set user base that seems a much more appropriate target for a pricey jewelry brand.

But MySpace representatives say the site's image is a bit misleading, citing ComScore statistics that estimate a quarter of its traffic comes from households with annual incomes over $100,000. Scoring a brand partner like Cartier, they say, is indicative of its transformation from a social network to a global Web portal.

"Given MySpace's breadth, depth, and technology, we're able to function as a global social portal empowering brands to effectively reach audiences across our 29 localized communities," Travis Katz, managing director of MySpace's international division. "Cartier has been quick to embrace the opportunities presented by community, by offering all lovers of the brand exclusive and innovative content."

But don't think that MySpace has gotten an Eliza Doolittle-esque makeover. The newly redesigned home page on Thursday afternoon was branded with a campaign for the Pixar robot adventure movie Wall-E.

MySpace is set to release on Thursday the application programming interface (API) for Data Availability, a developer project that the News Corp.-owned social network announced in early May. Through Data Availability, participating social sites can let users synchronize accounts with MySpace profiles, importing public profile data like photos, interests, and friend lists.

Data Availability's formal launch partners are Yahoo, eBay, Twitter, and News Corp.'s Photobucket, but with the release of the API, any third-party site can have access to it. Authentication is handled through the OAUTH open standard, and controls have been configured so that a high level of coding expertise is not required.

"Our users spend hours updating and making changes to their profiles, uploading content, and building friend relationships," a post on the MySpace developer blog explained. "With your help that data can now be available to MySpace users no matter where they go on the Internet."

But MySpace's project isn't the only one of its kind: rival Facebook has extended its existing API to encompass data portability in the form of "Facebook Connect," and Google has a new project called Friend Connect designed to bring social credentials to otherwise non-social Web sites.