MessageCast to Launch Keyword Driven RSS Ad Network

MessageCast, a desktop/mobile RSS alerting tool, plans to launch context-appropriate ads for RSS feeds via a new keyword program that sorts feeds into categories that can be purchased by marketers. Deborah Branscum here as well. From Deborah Branscum at the MessageCast, Blogging, RSS, Advertising and Cold, Hard Cash LiveMessage. Then he gave me the goods in a Stuffola exclusive. The idea is that MessageCast will add context-appropriate ads to RSS feeds. Nope, that's not the news. (You knew that.) The news is that by the third quarter of this year, MessageCast plans to roll out a keyword program that should be as attractive to the folks who read blogs as it is to the folks who create them. How? By sorting single RSS feeds into categories. The keyword program is for people like Marketwatch provides a variety of topic-based RSS feeds for readers but many (most?) bloggers, including me and the Scobleizer, use software that publishes a single feed that encompasses all the items we blog. What LiveMessage keywords will do is allow a loyal but time-pressed reader to be alerted whenever Robert mentions, say, Microsoft or Firefox or his upcoming book. According to Farros, the LiveMessage keyword program "will allow you to be able to type things in and then well be able to parse the RSS feed and say, 'This says Firefox. Get this to Deborah.' " Senior Vice President with Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.