Hmm finally some innovation beyond the shosh and noise :-) !
Advertisers are using new Web syndication technology to build ads that entice users
to interact with real-time news feeds.
The BBC plans to break a U.S. ad campaign next week that streams BBC.com headlines in ad units. The RSS (Really Simple Syndication) news feeds are targeted to specific media placements. For example, ad units running on entertainment sites would carry BBC lifestyle story headlines, while those on NYTimes.com and WashingtonPost.com will include political and world news.