After reading last week's announcements of Google submitting a patent on contextual RSS ad placement technology, I just have to wonder if these guys are for real?

But first, let's take a quick look at the abstract of their patent application:

"Incorporating targeted ads into information in a syndicated, e.g., RSS, presentation format in an automated manner is described. Syndicated material e.g., corresponding to a news feed, search results or web logs, are combined with the output of an automated ad server. An automated ad server is used to provide keyword or content based targeted ads. The ads are incorporated directly into a syndicated feed, e.g., with individual ads becoming items within a particular channel of the feed. The resulting syndicated feed including targeted ads is supplied to the end user, e.g., as a set of search results or as a requested web log. Embedding of targeted ads into syndicated feeds and/or user response to the embedded ads is tracked in an automated manner for billing. The automated targeting and insertion process allows ads to be kept current and timely while the original feed may be considerably older."

Interesting read, right? I took special care to bold the phrases of possible special meaning.

Basically, the patent application covers any RSS advertising, which is targeted based on channel content, with the ads being automatically placed within the feed and the impressions and clicks being automatically tracked with the intent of providing billing information to clients and partners.

Google might have gone far with keyword based advertising and automated billing, but the patent application still goes beyond any manner of good taste.

The very idea and implementation of contextual targeting are nothing new, as well as automated billing. And applying these to RSS is just an extenssion of an already existing approach.

It would certainly be interesting seeing what companies like Pheedo, an RSS advertising pioneer, and Feedburner have to say about Google's move.

One also has to wonder if this patent application is a sign of weakness and fear from Google. Yes, I realise I'm getting too personal with this issue, but what's too much is too much.