Fanning the flames

FeedBurner has begun the integration of its advertising offerings with those of parent Google, according to FeedBurner's Burning Questions blog.

The new feature turns FeedBurner's "Site Ads" option into a vendor for Google AdSense units. FeedBurner publishers — even those not currently part of the FeedBurner Ad Network — can choose to have AdSense blocks placed on their sites through FeedBurner.

The option requires publishers to use an existing, or create a new, AdSense account. Existing publishers can choose to connect their FeedBurner and Google accounts.

FAN ads will continue to get priority on sites, with AdSense blocks only appearing if there are no site ads scheduled to run.

While the integration does not include FeedBurner's feed advertising units, it marks the first time advertising options from FeedBurner and Google have dealt directly with each other, something likely to increase in the future.