Washingtonpost.com today announced that it will introduce advertising
in its RSS (Real Simple syndication) feeds, making it the first major
news site to offer ad units in its syndication streams.
To launch on
July 15 in its Top News, Politics and Opinion feeds, the ads will be
part of a unique campaign integrating RSS ads, online video, behavioral
targeting and standard ad delivery.
The launch partner for the
campaign is the MSNBC nightly news and commentary program, The
Situation with Tucker Carlson. MediaVest, the general market media
planning and digital services agency for NBC networks including Bravo,
CNBC, MSNBC and NBC, initiated the campaign and partnered with NBC and
Washingtonpost.com on program development and execution.
"Working
closely with MSNBC and NBC, we have created an innovative platform that
embodies and leverages the inherent news-orientation of
Washingtonpost.com's readers, RSS feeds, and 'The Situation with Tucker
Carlson'," said Mohan Renganathan, Associate Director of Digital
Strategy, MediaVest USA. "As RSS gains ubiquity, we are hopeful that
these early tests will lay the groundwork for advertisers and
publishers to evolve the platform responsibly."
"Washingtonpost.com
offers more than 150 feeds, with politics and opinion sections among
the feeds most often subscribed to," said Caroline Little, ceo and
publisher of Washingtonpost.Newsweek Interactive. "That makes our RSS
users an attractive, tech savvy and politically oriented audience for a
program such as The Situation."
