February 12, 2006
RSS Ads Don't Follow the Contextual Logic
Interesting post from Heather Green at Business Week regarding advertising in RSS feeds. She interviews Feedburner's Dick Costello who is discovering that contextual ads in RSS feeds don't do as well as ads simply focused on the demographic of the reader.
This turns the typical ad model (blog about cameras gets ads about camera gear) on its ear a bit, but I think may make ads in RSS feeds a little more intersting.
It does make sense when you think about it. A blog viewer who comes to blog by way of search is, at the moment, focused on finding very specific information, including ads that relate to that information.
An RSS reader or subscriber may read the feed out of habit and be more open to reading and responding to an ad that hits other subjects.
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