ChasNote

The rumors are swirling, and ValleyWag puts the acquisition prices at $100 million for the leading RSS ad-serving company, about 10x Feedburner’s 2007 revenue. Yet:

“Text ads in feeds receive so little attention from readers that Google, which pursued its own trial, abandoned the experiment. Feed readers, the applications and sites on which geeky internet users scan news items, often do not support the graphical ads which brands prefer, closing off that avenue for a broker such as Feedburner.”

Related: ChasNote on The Case Against Full-Text RSS Feeds.