Today, for example, MySpace will announce a self-service tool advertisers can use to manage their branded profile pages on the social network. Last fall, Facebook announced a similar feature to allow brands to promote "Facebook Pages." We expect the cloning to continue. At Ad:tech last week, MySpace's top U.S. sales guy, Bryce Emo, told us that advertisers have seen a "backlash" from users who are sick of seeing ads in Facebook's news feed. "But there's always going to be some backlash," Emo said. "It's something we might do later, too." In other words, MySpace plans to copy Facebook's mistakes, too.

During a panel held yesterday at Ad:tech San Francisco, Emo, told the audience that Fox Interactive still isn't sure how it will target ads on partners' sites. "It's still in the works," Emo said. "We're probably going to use every piece of data we have to provide as well rounded and robust of a solution as possible." We love the sweet stench of such claptrap, but why didn't Emo just say "I dunno" and move on? That seems truthier.