NEW YORK -- Return Path, Inc. will now be offering
RSS advertising opportunities to its clients and prospects through a strategic relationship with FeedBurner, the leading RSS feed management service. Through its Customer Acquisition Solutions group, Return Path will provide RSS advertising for Technology and Consumer Electronic feeds in concert with its Postmaster Direct online lead generation services.
RSS is an XML-based distribution standard used by publishers to push content to subscribers. The RSS content is comprised of headlines and the text associated with the news item. Subscribers use a client software application, or a web-based aggregator, to view the headlines and read the news items.
The number of RSS feeds and RSS subscribers has been expanding quickly, creating a new advertising medium that is already at scale in certain vertical markets, delivering millions of ad impressions each day. "We see RSS as a complement to email and other online advertising in that it provides marketers with one more medium for reaching potential customers in a targeted fashion," says Marty Donner, vice president and general manager of Return Path List and Data Solutions. "As the leader in the emerging RSS space, FeedBurner has done a great job of helping publishers manage content distribution. As RSS expands, so do the opportunities to reach key vertical targets through specific content channels, which should be of interest to any marketer focused on growing their customer base."
FeedBurner's RSS subscriber reach has been growing by 40 percent per month for the past six months, said Brent Hill, vice president of business development for FeedBurner. "As the user base for RSS expands, advertising to that base will become an important part of any integrated marketing plan," Hill said. "With this new delivery channel, publishers can opt to monetize their feeds, allowing advertisers to reach a consistent and growing audience with a fully permissioned relationship. We are delighted to marry our expertise in RSS delivery with Return Path's expertise in targeted online advertising sales."
FeedBurner helps publishers optimize distribution, expand reach, and measure consumption. FeedBurner's proprietary algorithms and ad performance measurement capabilities provide metrics that are critical to monetizing content in syndication.
About FeedBurner
FeedBurner is the market-leading feed management and monetization service. The company hosts more than 100,000 combined RSS and Atom feeds for 70,000 content publishers and podcasters representing millions of subscribers and growing rapidly. FeedBurner manages many of the most highly subscribed and well-known feeds in the world. No other feed management service reaches as many people on behalf of as many publishers across as many feed clients and aggregators. For more information, visit www.feedburner.com.
About Return Path, Inc.
Founded in 1999, Return Path is an e-mail performance management company dedicated to improving the reach, delivery performance and overall success of permission-based e-mail programs. More than 1,500 companies use Return Path's services to generate superior results from their e-mail programs, taking advantage of Return Path's pioneering innovation in deliverability, ECOA, list hygiene, double-opt-in list acquisition and best practices strategy. For more information, please visit www.returnpath.net, e-mail info@returnpath.net, or call toll-free 866-362-4577.
Author: Array
Previous article: 18 September 2006
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