Kanoodle Inc. and Moreover Technologies Inc. launched a joint effort to deliver advertising in RSS (Really Simple Syndication) feeds. Kanoodle is providing the publisher tools for management and reporting of RSS ads, while Moreover is providing the feed hosting and distribution.
As reported earlier, Kanoodle is expanding options for publishers using its self-service BrightAds service to include RSS advertising. Publishers using the system now can choose to have Kanoodles content-targeted sponsored links appear within RSS feeds along with Web pages, New York-based Kanoodle announced.
Moreover also expanded its publisher service, called FeedDirect, by offering RSS ads as an option, said Jim Pitkow, CEO at San Francisco-based Moreover.
"Were enabling small and midsized publishers through a point-and-click model to monetize content in a way where they dont have to have own an ad sales force," Pitkow said.
Publishers can choose for the ads to appear as a sponsored link within their own post in a feed or within a specific post, the companies said.
RSS feeds have grown in popularity among Web publishers and are a core means of distributing content for Weblogs. So far, neither of the leading sponsored-links providers, Google Inc. and Yahoo Inc.s Overture Services, has moved into RSS advertising, though Yahoo executives have said they plan to offer RSS ads.
Kanoodle and Moreover already had been working together. For the past six months, Moreover has added Kanoodle ads into the RSS feeds it publishes of aggregated content from news-oriented Web sites, Pitkow said.
Kanoodle already had offered RSS ads as part of individual deals with publishers, but the BrightAds integration makes the option widely available to publishers.
As for bloggers, Kanoodle has other plans to more aggressively court them. Last year, it announced a partnership with Six Apart Ltd. to offer Kanoodles sponsored listings to users of Six Aparts TypePad blog-publishing service.
Kanoodle expects to launch the TypePad integration by the end of March and to offer its advertising for inclusion both on blogs and in RSS feeds, a spokeswoman confirmed.