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.

Read full article: C|net