Kanoodle Expands RSS Ads to Smaller Publishers

  |  February 28, 2005   |  Comments

The move will expand available inventory to advertisers on the company's ContextTarget network.

Search and contextual ad player Kanoodle is expected Monday to expand its BrightAds self-service distribution network so small and medium-sized publishers can include ads in their RSS feeds.

The company made the announcement as the Search Engine Strategies conference got underway in New York Monday.

"We are seeing some trends specifically in the content-targeted sponsored links marketplace that make us believe this is the right direction to head, said Mark Josephson, SVP of marketing and business development for Kanoodle. "RSS feeds, blogs, and social networks are becoming a really viable channel."

The expansion increases the inventory for advertisers on Kanoodle's network, giving them access to more niche content on an emerging distribution platform. Though the inclusion of smaller publishers might give advertisers concerns about quality, Kanoodle says it's very picky about which publishers it accepts. The company says it's turned away 70 to 80 percent of applications since BrightAds launched in October 2004.

"The advertiser response to our BrightAds network as a whole has been very positive," said Josephson. "We have very strict guidelines for the types of publishers we accept."

Kanoodle has long been working with larger publishers to insert category-targeted contextual ads in their RSS feeds, but this expansion makes it the first of the search players to expand its feed network so widely. Both Overture and Kanoodle are working with FeedBurner to insert ads in feeds. Many other players like Pheedo, Industry Brains and RSS Ads are also exploring this opportunity.

To participate in Kanoodle's program, publishers point the company to its existing RSS feeds. Through a partnership with Moreover Technologies, a feed aggregator and syndicator, Kanoodle inserts its ads in those feeds, providing publishers with a new URL they can give to their subscribers. Moreover will also distribute the ad-supported feeds to its clients. One issue for publishers will be that existing subscribers to their RSS feeds won't get the advertisements, unless they re-subscribe to the new feed.

Ads will be in text format and will appear either as a separate post in the feed, or as part of an existing post. Publishers can specify which option they prefer. When someone clicks on the ad, they share the revenue generated with Kanoodle.

Kanoodle is also working with smaller publishers and RSS via its partnership with blogging software company Six Apart. The deal, announced in November, has it developing ways to insert ads in the company's hosted blogging service, TypePad. The company says part of the relationship includes coming up with ways to put BrightAds into the feeds generated by those blogs.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!


Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?


    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...