Re: Advertising in RSS feeds

Ian Davis <[email protected]> wrote:
>A problem with RSS advertising is that the primary use case for RSS
>content is aggregation and storage for long periods.

No it isn't ;-) It's for immediate display in a reader's browser. 
Tomorrow it will be gone. Personally I store feeds I read for a month. 
It's very rare for me to search back through them.

But then there's technorati, daypop, topix et al.

>Advertisers
>generally pay on a per-click basis and will have a set budget for an
>advertising campaign. Putting the ad in content means that the ad can
>persist in an aggregator's database long after the campaign budget has
>been used up. Getting bills for 12 month old campaigns is likely to
>annoy any advertiser.

Per-click is certainly still around. But increasingly we're seeing timed 
models. RSS would just be a new model. $XXX.XX for your ad to be 
inserted into our RSS feeds for one week.

>Putting advertising out of band, e.g. in a separate tag has its own
>problems since you can't force anyone to display the ads.

Which makes it a non starter for now.

>This would
>work if there was a mechanism for the RSS publisher to share some of the
>advertising revenue with the aggregators and feedreaders.

Now we're talking. I feel sure Marc Canter would have something to say 
about this. He'd probably call it OpenListings. That one is potentially 
very big, but it wasn't what I had in mind here.

All I want to do is to make a bit of money by inserting an ad into the 
feed in exactly the same way we would insert it into a daily or monthly 
newsletter. But I want to do it in a way that doesn't piss everybody 
off.

-- 
Julian Bond Email&MSM: julian.bond at voidstar.com
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