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Google Opens RSS Ads to Publishers
Contributed by: G3nu1n3, at 5/18/2005 08:33:00 AM.

Google expanded its test program for RSS advertising to a broad set of publishers Tuesday as it seeks to gain an ad foothold in syndication feeds.

The program extends to RSS and Atom feeds the popular pay-per-click ads that appear on publisher Web sites in Google's AdSense network.

By moving its sponsored listings into feeds, Google wants to remove a common fear among some publishers that they will lose advertising revenue as readers subscribe to feeds rather than reading content on Web sites, said Shuman Ghosemajumder, business product manager for AdSense.

Google's news comes as other online ad networks and search engines experiment with the model for incorporating paid links into what had started as an advertising-free medium.

For its program, Google is displaying the text-based sponsored listings as images within individual posts in feed in order to make sure the ads are compatible with various formats of RSS and the hundreds of aggregators and news readers used to view feeds, Ghosemajumder said.

To deliver the ads in feeds, Google is using the same contextual analysis technology its uses to display AdSense ads on sites, Ghosemajumder said.

In fact, it is analyzing the full text of articles and posts from Web sites themselves in order to prevent only analyzing part of a post. That's because different RSS feeds display posts differently. Some publishers syndicate the full text of posts, while others only provide excerpts.

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