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Feedburner Launches Ad Supressor

Posted on 4.25.2007
Feedburner, a news feed management provider, announced today that it is launching a tool, called AdClimate, that will allow media buyers to suppress ads served in an RSS item or blog post that appear next to unflattering content about their brands.  They can specify certain keywords that will prevent a page from displaying that ad.  For instance, if a blogger writes about a recall for, say, a Boston Scientific product, then the medical device firm obviously doesn't want to display a company ad next to that post.  The feature also offers a more general negative keyword filter.

But this isn't revolutionary.  In fact, Ad networks like Google's AdWords offer the same type of ad suppressing capabilities.  But, says Brent Hill, Feedburner senior vice president of advertising,  the new safeguard feature was a response from publishers to an unmet need in a rapidly growing market.  When I sat down with him at this year's San Francisco-based Ad:Tech, he told me that big brands will feel much more comfortable advertising on blogs, which means more ad dollars for bloggers and more exposure for these marketers.  "Of all the features we've rolled out, this one has had the most enthusiastic response from publishers."   

Feedburner (used by Business 2.0) 700,000 feeds from 400,000 publishers.  But only one percent allow the Chicago-based firm to sell their ads in its network.
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