Pheedo CMO Bill Flitter completes his three-part series in ReveNews on "How to Buy RSS Advertising," focusing on targeting techniques. In addition to taking into account the profile of the typical RSS user (Part 2), marketers should make use of user behavior information available via RSS analytics tools, such as content category of interest (e.g., politics, technology), editorial interest (headlines clicked on), time of day (of feed request and clicks), types of ads clicked on, type of aggregator used (hinting at level of sophistication), and level of interaction with feeds.

The targeting "recipe" should include category, keyword, and demographic targeting, Flitter writes. Though keyword/contextual targeting works for search, it's not necessarily enough for RSS; the mindsets of the respective users are different. Whereas the searcher is looking for something, the RSS user has already found it and opted in - and may not want more of the same.

Better to combine context with demographic targeting (early adopter, higher income, etc.), Flitter writes. "Applying what we learned about the RSS user demographic and combining that with the understanding of how the user interacts with the content, you can create effective creative and messaging strategies."