Return Path Offers RSS Ads

E-mail performance management firm Return Path said today it is partnering with RSS management service FeedBurner to offer its clients advertising in RSS feeds.


As part of its Postmaster Direct online lead generation services, Return Path will sell RSS advertising for feeds to clients and prospects, acting as a reseller for Chicago-based FeedBurner.


"We've been watching the development of RSS as a new channel over the last couple of years," said Matt Blumberg, CEO of Return Path, New York. "It is growing by a very small segment of the Internet population; within that small segment is very prominent usage."


Return Path has focused on e-mail deliverability and reputation.


"We see RSS as a complement to e-mail and other online advertising in that it provides marketers with one more medium for reaching potential customers in a targeted fashion," added Marty Donner, vice president and general manager of Return Path List and Data Solutions.


As the popularity of RSS grows, advertising in RSS feeds will become more vital, said Blumberg and Brent Hill, vice president of business development for FeedBurner.


"Agencies and marketers are understanding the potential of reaching a subscribed base where everybody has opted in to receive content, a direct pipeline to get your message through," Hill said.


FeedBurner, which helps publishers analyze their RSS feeds and subscriber base, has found that most RSS users are interested in the consumer electronics, technology, consumer products, financial services, automotive and media sectors.


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