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MySpace Risks, Founder of MySpace Minimizing Damages One buyer from a major media agency who did not wish to be identified said: "This might be a situation in which advertising is pulled down in the short term until we find out how these things can be minimized." Others felt they had already worked out how to minimize the risk, saying they buy space on the home page or general areas, but avoid placing ads next to user-generated content. No one knows exactly how much MySpace is making from advertisers. "It's as mysterious as Google before its IPO in terms of what its profit or loss could be," said Richard Doherty, research director, Envisioneering Group. But many big brands, including HSBC, Cingular and H&R Block, have bought space on MySpace, and Nielsen/NetRatings estimates that its ad revenue in January would have been around $40 million and that it accounts for around 10% of all Internet display ad impressions in the U.S.