FeedBurner Announces Innovative Platform for Positioning Advertising on Web Sites and Blogs

Business Wire, May 16, 2006

NEW YORK -- By leveraging the structure of Web feeds, FeedBurner offers media buyers unique placements and more sophisticated targeting capability to improve performance

Syndicate--FeedBurner (www.feedburner.com), the market-leading feed management provider, today launched a feed-driven approach to interactive advertising on Web sites that enables marketers to reach a publisher's entire audience in more timely and relevant ways. By using the content and the structure of RSS and Web feeds, FeedBurner gives advertisers unique new placements - such as continuous ads, ads that dynamically appear only on content posted within specific timeframes, ads associated with highly active content (e.g. blog posts with comments or those that have been emailed) and more.

"Before FeedBurner, we had only considered running ads in the traditional ad zones on sites - at the top of the page, and on the left or right rail. But given the nature of how people view sites today - particularly blogs - many of those impressions were lost once the user scrolled to read more content and our ads could not be tied to the changing nature of the content," said Adam Broitman, Senior Media Strategist at Morpheus Media. "FeedBurner's understanding of how consumers interact with content, and the underlying structure of the content on the page, has opened up a lot of opportunity to improve the way we communicate our message. We think this placement strategy on sites will be very effective."

Unlike screen scraping for context or fixed ad positions required by many traditional ad providers, FeedBurner uses valuable context available only via the feed to determine the selection and positioning of an advertisement on a Web page. Feed-driven advertising on sites results in unique placement strategies that would be very difficult, if not impossible, for other ad networks.

"FeedBurner's platform allows advertisers to develop an integrated program that reaches a publisher's entire audience, whether they are viewing content on the publisher's Web site, in a feed reader, or in email," said Brent Hill, Vice President of Business Development at FeedBurner. "This program creates new placements in the 'dialogue zone' of the page, driven by data in the feed associated with that same content. Publishers retain full control over the balance of content and advertising - the same approach we use for advertising in feeds is being used on the Web."

FeedBurner's new service is another enhancement to the FeedBurner Ad Network, which currently reaches more than eight million subscribers and brings together an unprecedented caliber of content aggregated from the world's leading media companies, A-list bloggers and blog networks and individual publishers. To learn more, contact FeedBurner's Advertising team (www.feedburner.com/fb/a/advertisers#contact) or visit www.feedburner.com

About FeedBurner

FeedBurner's advanced feed management technology delivers subscription services for nearly 200,000 publishers large and small to grow their reach, measure their audience and monetize their content. Founded in 2003, FeedBurner enables bloggers, podcasters and commercial publishers such as Reuters, USA TODAY and Newsweek to reach 13 million subscribers in more than 190 countries. The company also operates the largest advertising network for feeds, reaching eight million subscribers across twelve advertising channels. FeedBurner is a privately held company headquartered in Chicago. For more information about FeedBurner and feed management, please visit www.feedburner.com