Advertisers opt-out of some RSS content

With the buzz about blog and RSS advertising why would a marketer opt-out of advertising on such platforms? Because of the inability to control what publishers put on their pages and the fear that the content might offend or annoy potential customers. For advertisers who want to take back control of ads placed on blogs and RSS feeds, RSS feeder FeedBurner is offering a new control.

by Kristina Knight

The AdClimate platform gives advertisers the ability to opt-out of advertising on certain blogs, webcasts or video feeds. Marketers simply choose keywords that they do not want their advertisements to be associated with and any posts or websites including those keywords are avoided.

“This advanced form of protection will be an effective measure to address marketer concerns - ultimately enabling more ad dollars to flow into the distributed media space," said Tim Hanlon, Senior Vice President, Ventures, at Denuo, the media futures arm of Publicis Groupe. Hanlon went on to say that the feature should help wary advertisers get their feet wet with blog and RSS advertising.

The technology is actually very similar to the way advertisers opt-out of the Google AdWords program, however the FeedBurner platform also gives advertisers the ability to opt-out according to geographical targeting like city and state, daypart and frequency capping.