John Robb is calling for advertisements in RSS. InfoWorld has been experimenting with adverts in their RSS feeds for a few months now and they are hard to rut out. They embed the advert text in the description, as John suggests. If we are going to do this, let's do it right. An advert is an item, a special kind of item, but an item nonetheless. An advert is dumb, not smart. What needs to be smart is the method by which the advert is presented to the user. A news aggregator needs to be able to tell the server generating the feed or a Ping URL in the advert item that it is rendering the advert to the user. It is as simple and complex as that. What this doesn't take into account is the method by which the advert is placed in the RSS feed to begin with. That's where a smart indexing engine like Google comes in. I should be able to send it my post via XML-RPC, it crunches my post, and returns the best advert via XML-RPC.