Friday, August 05, 2005
While Web publishers slept | Perspectives | CNET News.com
While Web publishers slept | Perspectives | CNET News.com: "RSS feeds are quickly becoming mainstream, but both publishers and consumers are just scratching the surface. Recent data from the Pew Internet Research Foundation shows that a mere 9 percent of the Internet population has a good idea of what RSS is.
For those in the know, it's a cool, new information channel that readers love. And if we've learned anything about content delivery technology in the Internet age, it's that consumers want as much control as possible over their content and will seek out the tools that afford them the most control.
The challenge for publishers and marketers is to develop more personalized content that enhances, rather than disrupts, the new consumer-controlled model. The Washington Post has embraced the challenge, announcing recently that it will integrate RSS advertising into a few of its RSS feeds as part of a unique campaign encompassing RSS ads, online video, behavioral targeting and standard ad delivery."
For those in the know, it's a cool, new information channel that readers love. And if we've learned anything about content delivery technology in the Internet age, it's that consumers want as much control as possible over their content and will seek out the tools that afford them the most control.
The challenge for publishers and marketers is to develop more personalized content that enhances, rather than disrupts, the new consumer-controlled model. The Washington Post has embraced the challenge, announcing recently that it will integrate RSS advertising into a few of its RSS feeds as part of a unique campaign encompassing RSS ads, online video, behavioral targeting and standard ad delivery."
