Betting on RSS
Amy Syracuse
Some experts say the trouble with Really Simple Syndication (RSS), the XML format that delivers dynamic information online, is branding. Poor public understanding of a low-level technical format — the Internet equivalent of plumbing — and the perception of a “tech geek” audience have led to sluggish adoption rates. Of course, the technology's overly techie acronym hasn't helped either.
However, advancements in hardware and software and a broader range of available content are pushing RSS and its capabilities to the forefront of Internet users' collective consciousness. “RSS is like SMTP, the protocol underlying the...