If RSS represents a network of subscriptions with pass through potential, shouldn't its ad format?
Scoble: So, over the next year, we're going to see these two philosophies bash heads once again. The "branders" versus "the users."
He is exactly right that a different format (richer than text) is required to move a significant portion of advertising from sites to RSS. Further, that it needs an Amazon-like affiliate model.
John Battelle is almost right by adding in publishers:
The users are readers, the branders are advertisers and publishers (including some bloggers) who want you to come to their site instead of read full text in their RSS feeds. I think the affiliate model is interesting, and worthy of paying attention to. But we still need good ol' fashioned ads in our RSS feeds if we are going to tap the market which is already in place to support content.
Yes, Ads in RSS will initially and largely be similar to other formats. But there is an obvious potential to have the ad format map to the network of subscriptions.
The difference is that an increasing share of users are publishers too. And as bloggers their attention is available to make decisions on what to endorse.
Unlike most affiliation programs, which run on autopilot after some personalization, an RSS Ad Network can be based upon the judgment of users as endorsers.honesty and execution. My hope is that as these ad networks arise, they will keep (influential) people in the middle of the equation to curb pollution and keep the stream relevant. And that they are valued with the right metrics, which involves more than just subs, but links.