1. A method of presenting advertising information within an rss (really simple: Syndication) feed comprising: identifying a first RSS based content in the RSS feed; generating a set of search results based on said first RSS based content; wherein said search results include references to one or more separate webpages; processing search content extracted from selected ones of said one or more separate webpages to identify one or more topics; presenting at least one first advertisement in connection with said RSS feed based on said one or more topics.