Aseries of recent moves has focused attention on search and social networks. Social networks have turned their attention to enhancing search features on their sites, but what they really may be searching for is the way to effectively monetize their services.rnMySpace has long recognized the potential value of its search functionality, hinting that it might like to auction off its search function to the highest bidder. In 2006, MarketWatch.com reported that "Chief Operating Officer Peter Chernin, speaking during a question-and-answer session at the Deutsche Bank Media & Telecom Conference in New York, said that such a move would be one of the most lucrative ways to monetize MySpace."
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