Yahoo! has been one of the leading companies in the field of content syndication. For over two years Yahoo! has been working to create a Content Syndication Ecosystem where publishers, advertisers and customers are able to meet their unique needs. Scott Gatz, Yahoo!’s senior director of personalization products, describes how Yahoo has been able to create an environment where customers get the experience they need; while allowing publishers to develop a repeat daily relationship with their users.

Scott asks the question: How are people using RSS? It turns out that only 4% of internet users say they use RSS feeds. But many more people, another 27%, are using syndicated content without realizing it. Yahoo! recognized the potential of syndicated content and now almost every single Yahoo property is publishing out content in RSS. There are over 2 million feeds published by Yahoo! across the network, including a feed for every search. Most major media sites publish in RSS, and now rich media such as audio and video have come on board with RSS. Yahoo! has been working on allowing users to create and integrate syndication into their daily lives.

Scott delves into the various ways that Yahoo! is experimenting with content syndication through their, My Yahoo! service, Yahoo! Mail and Yahoo! Podcasts. He describes how they are integrating alerts through SMS, Email and instant messaging so that users can know the moment when new content is available. In a question and answer period after the address, Scott responds to questions about providing statistics for publishers and developer API’s.