RSS advertising solutions firm and blog network Pheedo today introduced a new analytics capability for managing, optimizing and tracking publishers' RSS feeds, saying it has been working closely with its publisher and advertiser customers to develop analytics that provide feed subscription, revenue, ad click, impression and other usage information.

Pheedo's analytics engine can break out that information about consumer behavior and interactions with RSS feeds by daypart, day-of-week and other factors, writes ClickZ.

Pheedo CMO Bill Flitter says the product will help publishers consolidate reporting for campaigns with both RSS and site-based placements. "If you can have a sponsorship message in a feed, and that correlates to a sponsorship message on a Web page, that's a cohesive package for an advertiser," he is quoted by ClickZ as saying.

Pheedo began testing the analytics product six months ago with about 50 advertisers and 50 publishers, writes MediaPost. One of its finding was that RSS ads of 200-250 characters seem more effective than shorter or longer ads. Pheedo also found that ads got higher click-throughs as standalones than when they came after content in feeds, but publishers resist serving such ads, according to Flitter.