Hypertargeting refers to the ability to deliver advertising content to specific interest-based segments in a network.
MySpace coined the term in November 2007[1] with the launch of their SelfServe advertising solution (later called myAds[2]), described on their site as "enabling online marketers to tap into self-expressed user information to target campaigns like never before."
The first MySpace HyperTarget release offered advertisers the ability to direct their ads to 10 categories self-identified by users in their profiles, including music, sports, and movies.
Rather than simply targeting movie lovers, for example, advertisers could send ads based on the preferred genres like horror, romance, or comedy.
Ads can be hypertargeted to users based on keywords from their profiles, pages they're fans of, events they responded to, or applications used.