Pheedo CMO Bill Flitter launches a three-part series for ReveNews on "How to Buy RSS Advertising," beginning with RSS basics to set the stage for developing a media plan and measuring RSS ad effectiveness. Flitter argues that "RSS is the new email newsletter…and is poised to become an important content delivery mechanism in mainstream media," adding that it "will reshape the way people interact with the web."

According to Pew data only 9 percent of the online population has a good idea about RSS; but, already, publishers that serve early adopter and tech markets are apparently seeing 40 percent month-over-month growth in RSS traffic, with corresponding declines in email subscriptions.

The rise of RSS is connected to the explosive growth of blogs and consumer demand for greater control over media consumption, Flitter explains. But before widespread adoption of RSS, it will have to become easier to set up - and subscriber-related measurements as well as advertising formats and analytics will need to be developed.