"RSS has great potential for publishers because it's so targeted," said Fox. "So we're giving publishers the tools to realize that potential."
Yahoo! provides its publishers with free reports containing information on click-through rates and impressions. Yahoo! and research company Ipsos Insight published a study in October showing the still-emerging state of RSS. Only 12 percent of Internet users recognize RSS by name, they reported. Yahoo! also reported, however, that nearly one in three--27 percent--of Internet users consume RSS content--without realizing that they're even using an RSS service.