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Businesses flock to RSS, blog conference

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The first-ever Syndicate conference, produced by IDG World Expo in New York last month, reflected the exploding interest of businesses in blogs, RSS (really simple syndication), podcasting and other emerging technologies.

Both Google and Yahoo! used the forum to announce new RSS products, and MSN previewed a screen saver that performs the function of an RSS reader.

Google announced the public beta test of AdSense for Feeds. AdSense for Feeds works the way the rest of the AdSense program does, and Google will pay the original content publisher on a pay-per-click basis. Google has developed best practices for advertising within RSS feeds and has posted them within the AdSense section of its site.

Yahoo! announced it is releasing a standard for Media RSS 1.0 or mRSS, which can accommodate streaming video, images and sound. Yahoo! executives admitted mRSS is likely to gather more resistance than text-based RSS because content producers of these media types tend to be more aggressive about protecting their rights than writers or publishers. "We're having ongoing technical conversations with rights holders," said Bradley Horowitz, Yahoo!'s director of media and search clients.

Syndicate attracted more than 350 attendees; a second Syndicate conference will be held in San Francisco in December.

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