Google, Yahoo and other web advertising companies have started to sell advertising packages based on RSS (really simple syndication) internet content feeds.
RSS allows computer users to retrieve automatically the information they are interested in over the internet, such as news items or entertainment features.
The RSS platform was recently given a boost when Microsoft announced that the Longhorn next-generation Windows platform would provide tighter support for RSS.
Both Google and Yahoo are using computerised systems to place ads that match the RSS content being accessed by the user.
Google and Yahoo are sharing the revenue generated from advertisers with the RSS content providers.