Return Path Gets Into RSS Ad Sales

Return Path is branching out from email to begin selling RSS ads. The channel expansion comes through a relationship with FeedBurner, which will offer up inventory from publishers who have asked it to sell ads against their feeds.

While Return Path is best known for its email deliverability and reputation products, the company also has a direct response unit, called Customer Acquisition Solutions. The RSS ad sales operation will be run as part of that business.

“We see RSS as a complement to email and other online advertising in that it provides marketers with one more medium for reaching potential customers in a targeted fashion,” said Marty Donner, VP and general manager of Return Path List and Data Solutions, in a statement.

The deal stipulates that Return Path will be a reseller of FeedBurner’s technology and consumer electronics feeds. The inventory is supplied by publishers who have created RSS feeds with FeedBurner and authorized the company to place ads in them.

“With this new delivery channel, publishers can opt to monetize their feeds, allowing advertisers to reach a consistent and growing audience with a fully permissioned relationship,” said Brent Hill, VP of business development for FeedBurner.

FeedBurner said its RSS subscriber reach has grown by 40 percent each month for the past six months.