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RSS consumption patterns spell advertiser opportunities

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New York—Ninety percent of RSS users opt to read the feed content entirely in the aggregator environment, whether they are viewing full text or partial text feeds, according to Pheedo, an RSS marketing and analytics company. The company released its third quarterly "Pheed Read" report this week on RSS usage patterns.

Pheedo said these findings indicate that publishers may want to think about advertising along with feed content at the feed reader or aggregator "point of consumption."

"The RSS user is a captive audience," said Bill Flitter, Pheedo co-founder and VP-marketing. Flitter told BtoB that the next study it conducts will break out b-to-b usage patterns specifically. He also said Pheedo will conduct the next study in conjunction with a third-party researcher.

Pheedo's analysis is based on the activity of its online network of more than 8,000 advertisers and publishers.

—Carol Krol

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