It is hardly surprising that FeedBurner’s subscriber numbers can be faked. What is surprising is how easy it is to do so. As the video above shows, all you need is a Netvibes account. The folks at the Next Web in Amsterdam took a blog with 43 subscribers and turned that into 2,500 overnight simply by creating an OPML file with the same feed copied 2,500 times and pasting it into their Netvibes page. The result was 2,500 widgets of the blog feed, which FeedBurner counts as separate subscribers.
Why does this matter? Blogs like to tout how many RSS subscribers they have because, even if it is a smaller number than direct visitors to their site, it represents their most loyal readers. That’s why we display how many RSS readers we have in the Feedburner chicklet at the top of TechCrunch (currently 850,000). For these numbers to have any meaning, though, they cannot be as easy to game as the video shows. (And, no, we don’t game our numbers).
You’d think that Google would be smart enough not to double-count these things, or at least ask Netvibes and other widget start pages to de-duplicate the numbers for them by user. What appears to be happening here is that FeedBurner counts each widget for a particular feed on Netvibes as a separate subscriber, regardless of whether that widget is on ten thousand different user pages or repeated ten thousand times on the same page. The same thing happened a couple years ago with Pageflakes.
Update: Netvibes VP of Product Development Franck Mahon responds in comments that it is working to fix the problem of duplicates, but that there are other ways to “hack the numbers.” And he notes that it might be more useful to count active subscribers than just people who may have added a feed two years ago and never read it.
Over a year has passed since Google completed the acquisition of feed massaging and hosting service Feedburner, and today some users now finally have their feeds hosted on what appears to be Google’s servers and infrastructure. At Techcrunch we have always been big fans of Feedburner, and their widgets and RSS subscriber counts have adorned almost all of our sites since their first days. At some point in the past 12 hours, the feed URL at feeds.feedburner.com began to redirect to feedproxy.google.com. Our subscriber count widget dropped to displaying a zero count for a few hours while the domain change took place.
It appears that only select feeds have been migrated, mostly those with higher subscriber counts. This would indicate that Feedburner has turned to Google to assist with serving the load on high-traffic feeds. Over at TechcrunchIT I recently wrote about the problems that some acquired companies have experienced at Google. The proprietary software and hosting stack at Google can often lead to a slowdown in development, an often long migration phase and in some cases death for the acquired company or product. Feedburner has avoided these problems by remaining largely independent of Google since the acquisition, but at some point they have turned to pappa bear for assistance with handling load and we are seeing the results of that today.
Nearly a year after it was bought by Google for $100 million, FeedBurner is finally going to roll out Google’s AdSense as an advertising option for blogs and Websites that use its service to publish their feeds. FeedBurner will start with a few select publishers next week, and then expand the option to all of its customers soon afterwards.
What took them so long? That seemed to be the whole point of the acquisition.
FeedBurner intersperses ads in blog feeds between every few posts. Integrating with AdSense will allow for publishers to tap into contextual ads for their feeds, in addition to the ads that FeedBurner already sells.
Hopefully, Google also found the time to integrate its automated back-end payment system into all FeedBurner accounts. Until recently, FeedBurner was still sends out paper checks to publishers participating in its ad network. At least, that’s how TechCrunch gets paid.
It’s always fun to get the monthly Feedburner check for advertising they insert into the RSS feed. The actual dollar amount is still next to nothing, but I love the fact that, even with nearly 800,000 publishers, 1.4 million managed feeds, and a $100 million payday from Google, they still haven’t automated the check writing process. Someone hand writes all of these checks every month.
By the way, there’s been a bit of a stir caused by reports yesterday that Feedburner turned off historical stats. CEO Dick Costolo said via email that it was just a bug caused by a code update, and it will be fixed shortly.
1,511,000: the number of subscribed RSS readers of TechCrunch, according to the Feedburner Widget as I type this post. Given the number is up significantly from the 600,000 odd subscribers we had yesterday, I’m calling it a Feedburner bug.
Feedburner has had a long history of doing strange things with the subscriber counter, and TechCrunch’s readership (if the counter is to be believed) can fluctuate by over 50,000 readers from day to day, but I’ve never seen a 900,000 jump.
If you’ve just gained (or even lost) an extra hundred thousand readers, or perhaps even a million, let us know in the comments.
Update (MA): Occam’s Razor; Feedburner’s CEO Dick Costolo has confirmed it was a bug and that it will be fixed shortly.
FeedBurner has ceased charging for two premium features following their acquisition by Google in May.
FeedBurner Stats PRO, a service that provides detailed statistics including subscriber numbers, item clickthrough tracking, podcast downloads and aggregate item uses amongst other features, becomes free.
FeedBurner MyBrand, a service that allows users to control the URL of feeds is now free as well; a move that will be strongly welcomed. For many, the biggest argument against using Feedburner was the need to give up control of your feed URL (for example, http://feeds.feedburner.com/Techcrunch). Being able to keep ownership of a feed complete with site branding will drive new many new users to Feedburner, including yours truly.
FeedBurner PRO and MyBrand accounts will not be billed effective from June. Although the services are now free, Feedburner users are required to “upgrade” to them from within the Feedburner control panel.
Google announced the acquisition of Feedburner today on their corporate blog. Feedburner CEO Dick Costolo confirms it as well on the Feedburner blog. The are not disclosing the price, but our source said it was around $100 million when we wrote about the deal last week, and we still believe that figure is accurate.
Google doesn’t go into a lot of detail on why they bought the company, but they do say they are constantly looking for ways to “identify and offer new tools for content creators and website publishers” and “give AdWords advertisers broader distribution to an even wider audience of users.”
That tells me one thing: look for the option to include Adwords in your feed sometime very soon. Feedburner already sells adds into feeds on a CPM basis. Google’s going to crank this up.
Rumors about Google acquiring RSS management company Feedburner from last week, started by ex-TechCrunch UK editor Sam Sethi, are accurate and are now confirmed according to a source close to the deal. Feedburner is in the closing stages of being acquired by Google for around $100 million. The deal is all cash and mostly upfront, according to our source, although the founders will be locked in for a couple of years.
The information we have is that the deal is now under a binding term sheet and will close in 2-3 weeks, and there is nothing that can really derail it at this point.
Huge congratulations to Feedburner. The company was founded in 2003 and has raised just $10 million in capital over two rounds. Portage Ventures funded their $1 million Series A round in 2004. The $9 million Series B round was closed in mid 2005 (second close in 2006), from Mobius Venture Capital and Union Square Ventures.
RSS management megavendor FeedBurner released an interesting report this morning about the relative market shares of the various leading RSS reader vendors. The statistics go beyond mere subscription numbers and focus on what FeedBurner says is more important - reader engagement.
That engagement is measured in two ways, the number of times the feed’s items are loaded and displayed in the reader (called views) and the number of times a feed’s link is clicked through (called clicks). TechCrunch, for example, may now have almost 300,000 people subscribed to its feed who log on to their feed reader in a given day - but only a portion of those people view the TechCrunch feed in particular on a given day. I know I’m subscribed to many feeds that I almost never actually read, FeedBurner’s engagement metrics try to parse that behavior out from active readership.
The winning vendors in reader engagement are interesting but so are the larger implications of the numbers being reported. Full details and discussion below the fold (for those not viewing this in a feed reader, that is!)
The moral of the story is that Google Reader has come out of nowhere and stolen the hearts of active RSS users. Read the rest of this entry »
Feedburner is testing a new product called “Networks” which are groups of blogs on a single topic that are using Feedburner to manage their RSS feed. The idea is to allow people to subscribe to a single mashed up feed containing all of the content from all of the blogs in that category. See this feed for the venture capital group as an example (which, by the way, I just subscribed to), which lists all of the posts from every blog in the network.
Feedburner has been silent on this, but two of their investors, Brad Feld from Mobius Venture Capital and Fred Wilson from Union Square Ventures, blogged about it.
In his post Brad says Feedburner is testing a few networks, and Fred suggests sewing, garage music and scuba diving as examples of possible topice.
There are currently 17 feeds included in the VC network, listed here. The goal from a publishers perspective is to gain readers (and I assume a subscriber to the network counts in each of their individual feed counts), as well as advertising revenue, which Feedburner is now selling into feeds at reasonable CPMs (but, as I know from experience, very low sell through rates). The page linked above also lists total subscribers on those blogs. It’s not clear if they are double counting duplicate subscribers across multiple blogs or not.
The biggest issue around this will be what rules are used to determine which blogs are included in a given topic. It isn’t clear if there will be any real quality control - in his post Brad says each network will have a gatekeeper to make sure only blogs on topic are included, but there doesn’t appear to be any hurdle as to what constitutes a quality blog in a topic. That could work out badly. And if the bloggers and/or the network coordinator are making subjective decisions on which blogs can be included in a given network, this will end in tears. The politics around who’s in and who’s out of a blog network are impossible. I know this from personal experience.
1,511,000: the number of subscribed RSS readers of TechCrunch, according to the 
