RSS to Improve Ad Delivery Effectiveness

Steve Rubel says there are better ways to use RSS feeds than to stuff them with ads. He suggest using a deed as just-in-time inventory control which would ping an adserver to deliver a particular ad based on inventory. As RSS feed could be used to poll incoming links to a website and deliver ads based on incoming readership. An RSS weather feed could ping an ad server to deliver climate-appropriate ad content. This is just a start. Who has more ideas?

by Steve Hall    Sep-21-05   Click to Comment   
Topic: RSS   

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



The Forrester report from a few months back had a bunch of great ideas. It's a tricky line to walk, though.

Posted by: Jeremy Pepper on September 21, 2005 6:50 PM

I think people tend to look at RSS delivery of content as just another place to stick ads. I think there are two ways to think about this though:

1) Make people want to come to your site by delivering summaries/headlines to readers through RSS, if the story is interesting, they'll come to your site to read it.

2) Supply links to related stories in RSS feeds, so readers who are interesting in the topic come back to your site.

Personally I'd rather read shortened content in my RSS reader than have to look at ads. It'll also save on bandwidth in case your stories are large - who wants to serve all that every time an RSS feed gets pulled?

Posted by: Ivan Tumanov on October 19, 2005 3:41 PM