FT By Kevin Allison and Matthew Garrahan Published: November 5 2007 04:57

Social networks are charging ahead with new technologies that exploit the detailed personal information their users provide in spite of concerns about the intrusiveness of online advertising. In rolling out new technologies designed to help advertisers better target their users, MySpace and Facebook hope to avoid the controversy that has dogged so-called “behavioural” advertising, where search engines and online advertising networks serve ads to users based on their individual web-surfing habits.