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FeedBurner Blazes Trail For Web Ads

Jason Lee Miller
Staff Writer
Published: 2006-05-17

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What would you think of ads that only appear when comments appear on a blog? How about contextual ads that change as the posts or pages change? FeedBurner said you can do that, as the company adds targeted Web marketing to its usual feed advertising.

By using the content and the structure of RSS and Web feeds, FeedBurner is offering advertisers a broader choice of ad placement - such as continuous ads, ads that dynamically appear only on content posted within specific timeframes, and ads associated with highly active content (e.g. blog posts with comments or those that have been emailed).

FeedBurner CEO Dick Costolo says that feed meta data provides extra context that allows a framework for new and better ad units. These new ad units include "ads that shift to the latest permalinks on a site, ads that only appear/disappear once a post has comments, serialized campaigns on a page that understand page/article sequence, etc."

"This program creates new placements in the ‘dialogue zone' of the page, driven by data in the feed associated with that same content. Publishers retain full control over the balance of content and advertising - the same approach we use for advertising in feeds is being used on the Web," said Brent Hill, Vice President of Business Development at FeedBurner

Adam Broitman, Senior Media Strategist at Morpheus Media thinks the ads with these capabilities will help with placement consistency as users scroll down the page.

"Before FeedBurner, we had only considered running ads in the traditional ad zones on sites - at the top of the page, and on the left or right rail. But given the nature of how people view sites today - particularly blogs - many of those impressions were lost once the user scrolled to read more content and our ads could not be tied to the changing nature of the content," he said.

The feed-powered site campaigns will begin running in a couple of weeks, according to Costolo.


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About the Author:
Jason L. Miller is a staff writer for WebProNews covering technology and business.

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