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These days, b2b publishers are looking into their toy chests and trying to monetize all the contents. One of those still-to-be-plundered toys, the Really Simple Syndication (RSS) feed, is hot on several levels: RSS feeds can be sponsored and contain advertising, and they can be used for that all-important activity--data capture. United Business Media director of online business development Fran Firth notes, for instance, that UBM does not have analytics capabilities off-site, nor a flexible way of managing feed ads, without partnering with a feed advertising services company.
Magazine Publishers of America recently launched its new Web site Magazine.org with new applications, such as FeedBurner RSS alerts, intended to increase online engagement. "RSS capabilities now alert members when individual pages and topics have been updated," says MPA's SVP of communications and events Howard Polskin.
FeedBurner is just one of many vendors that assist publishers in tracking and monetizing RSS. Both FeedBurner and Yahoo Publisher Networks place contextual ads based on feed content. Q-Ads does...