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Feedburner Unveils Ads-for-Sites System

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May 16, 2006 

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Sarah Novotny  |

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Feedburner Unveils Ads-for-Sites System

RSS management and advertising company FeedBurner has unveiled their new ads-for- sites system that uses their RSS and Atom feed tracking technology to apply ads to web sites. The system uses everything that FeedBurner knows about feed data, and applies it to on-site advertising.

Their FeedFlare service was launched several months ago and lets bloggers place “email to a friend” links, “add to del.icio.us” links, and the number of active comments in their feeds. The on-site ad system pulls a site’s content information off of the site’s feed. “If you’re a blog writer, I know how many posts you have on your site, and how many on your feed, and how they all relate to each other,” Brent Hill, FeedBurner’s VP of Business Development tells ADOTAS. “And we can use that information to then make decisions about how ads are placed back on the site.”

Like the their Ads for Feeds, FeedBurner’s on-site ads are divided up into content categories like Technology, Entertainment, etc. “We might have an advertiser that says ‘I want to buy into the consumer electronics category, and I’m going to run some ads in feeds, and I’ll run ads on-site, and the ad server then pulls those ads and distributes them into the blog content,’” Hill adds. “We actually do that across all the publishers that participate in that particular channel.”

Bloggers in turn need to add some code to their blog templates. The FeedBurner on-site ad system will let advertisers some unique targeting options. Ads can be set to appear only on the most recent post, or they can appear on posts with a certain number of comments, or submissions to a social bookmarking site. FeedBurner is aiming for the often unmonetized blog content that lies hidden below the fold. Eventually, they are considering expanding the service to monetize the comments sections on individual post pages.

FeedBurner has several advertisers rearing to run campaigns in June. Initial advertisers are in the media, entertainment, and consumer electronics arenas.

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