If you want to know the future of using social data for advertising, look to Dr Pepper. Specifically, the Dr Pepper fan group on last.fm. Kevin Menard, last.fm's senior vice president of U.S. advertising, introduced me to the social music site's multiple Dr Pepper fan groups. He sees these groups as key components in smarter last.fm ad buys.
Last.fm allows advertisers to target ads by musical genre and artist; by studying the musical tastes of Dr Pepper drinkers on groups like "Dr Pepper," Menard argues, the soft drink can target its ad placements to better match its users' musical tastes. For instance, at the time of this writing, the most popular artist among Dr Pepper group members is Oingo Boingo. Dr Pepper may want to run advertising when last.fm users play Oingo Boingo songs or similar tracks.
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