FeedBurner, a leading feed-management service, today launched a feed-driven interactive advertising service for Web sites.According to the company, by using the content and the structure of RSS and Web feeds, FeedBurner can give advertisers unique new placements, such as continuous ads, ads that dynamically appear only on content posted within specific timeframes, ads associated with highly active content.

“FeedBurner’s platform allows advertisers to develop an integrated program that reaches a publisher’s entire audience, whether they are viewing content on the publisher’s Web site, in a feed reader, or in email,” said Brent Hill, Vice President of Business Development at FeedBurner. “This program creates new placements in the ‘dialogue zone’ of the page, driven by data in the feed associated with that same content. Publishers retain full control over the balance of content and advertising — the same approach we use for advertising in feeds is being used on the Web.”