Google is claiming that it has invented a unique way to distribute online advertising via syndicated news feeds--and it wants a patent for the technology.

If granted, the patent would presumably give Google the exclusive rights for "incorporating targeted ads into information in a syndicated, e.g., RSS, presentation format in an automated manner," according to its patent application titled, "Embedding advertisements in syndicated content."

RSS stands for Really Simple Syndication, a standard format for syndicating content from online news sites, blogs, job boards and other dynamic Web sites. A growing number of people are using RSS-based syndication programs to stay on top of their favorite sites, subscribing to lists of headlines and other fresh content. The trend is attracting venture capital, too.

Google, Yahoo and a number of start-ups are eyeing syndication as a new outlet for delivering online ads. If Google is granted the patent, it could be a big blow to its rivals in the field, said Forrester Research analyst Charlene Li.

"It would really stifle competition," Li said. "It would be a pretty powerful patent to have."
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This could be very bad news for yahoo and msn in relation to there adsense style PPC services that are going to be launched soon.