The MySpace search advertising dilemma -- who will win out?

With MySpace.com being all the rage these days (on sitcoms, even), it's looking for a search partner to join in in bringing advertising to the site in ways that both MySpace and the chosen partner can make a nice revenue stream. Google and Microsoft are, at this time, the apparent front-runners to being the default search partner for MySpace? Who will win out? A more important second question -- will the target demographic and socio-economic class that predominantly uses MySpace respond to ads on that social network like the standard web search user?

There's been talk that advertising on MySpace -- in any form -- will not nearly be as lucrative as search-based advertising is on the general internet. The age group that uses MySpace (by and large) are prime folks to market to -- that's for sure -- but they can also be the most fickle with annoying ads (and the most resourceful at not even responding to them and blocking them). Google, which has had enormous success with its relevant and unobtrusive text-based ads, would be the optimal choice if the advertising displayed at MySpace follows along the already-established guidelines of the Google universe.

With the potentially-lucrative ad income MySpace and the chosen search partner will share, there are definite reasons for having your ads showing up on the MySpace network (for sheer visitor numbers alone). But, are you listening, Google and/or Microsoft? To be successful, you must ensure the actual way that ads are displayed along with the relevancy is suited for the specific audience. This is something Google has the upper hand in (my guess) at this time.