Chas has some interesting and encouraging results in from Symantec's experiments with RSS powered ads on FM sites. From his post:

The data chart plotting Symantec’s RSS ad over the past three weeks looks like a roller coaster. On October 9, for example, news that hackers posted fake information on the Google blog by way of the Host Overflow Application eXception sparked major interest among readers at Digg and Techdirt. This post — the headline of which became the “ad copy” for Symantec’s banner ad for about a day — drove click-through rates about three times the rates on the ad in the first two days of the campaign. No other graphical elements on the ad unit changed.

What I love about this idea is it gets marketers into the conversation of a site in an appropriate way - the creative changes as the sponsors' site changes. Using standard marketing units, the advertiser offers potentially relevant and interesting commentary on topics the audience cares about. If the sponsor has an authentic and high integrity voice, the audience responds. What a great development!