Friday, July 14, 2006

FeedBurner's Costello: "The Feed of Me"

Business 2.0 has a good article about Feedburner and their CEO Dick Costolo. They're managing 300,000 feeds right now, and I imagine the growth curve is fairly steep. The company doesn't seem to be making any money right now, but that doesn't seem to bother anyone too much, evidently.

Instead, they seem pretty keenly focused on getting to the bottom of how feeds are going to be used. His most compelling concept is the "the feed of me": a feed that captures and organizes everything you've got going on: your blog, your social network, you IM buddies, your photos, and so on.

It's an interesting idea, and the kind of thing that everyone would like to have. That is, they'd like to have it just start showing up. The idea of setting something like that up, let alone managing and maintaining it seems a little daunting.

But, if this happens, it would be a treasure trove for advertisers. Behavioral targeting would get the kind of (and amount of) data that would make relevance shoot up. And because feeds are so get-able by computers (because of their inherent structure), there could be some real efficiencies built into these systems.

Feedburner definitely has momentum, as RSS sorts itself out and becomes more popular. It's good to see that they have the flexibility (thanks to a bunch of funding) to really explore what the medium might be.
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