RSS firm SimpleFeed is launching a system that delivers secure RSS feeds protected by user name, password and unique URL, reports ClickZ. The technology can be useful both to publishers (for targeting ads based on registration info or for offering paid subscriptions) and to marketers (for transmitting sensitive information to customers, such as personal financial or transaction info). SimpleFeed's technology works with login-supported RSS readers, including NewsGator, FeedDemon and the upcoming Internet Explorer 7, but not My Yahoo.