The feed aggregator approach - Mippin

Following on from the demise of Mowser which went for full on transcoding of sites to allow efficient access from mobile my attention was caught by Mippin. They portray their service in the same way but require that the site provide an RSS feed so in fact what they are is a feed aggregator.

That said they do it very well - all nicely tied together and a nice widget to help people get your site onto their phone etc -

Monetisation is via advertising - with some careful validation done to ensure that a user isn't trying to monetize a feed that isn't theirs - and implemented in conjunction with admob so the site publisher gets the primary revenue.

All in all a very smooth experience - though the key question as ever is whether they can get enough footfall to make it all worthwhile.

PS. Carnival #126 is now up.

UPDATE: After my messing around yesterday I got as far as enabling advertising but then didn't have time to go and create an admob account so left it without one defined. It turns out that in these circs Mippin will serve ads from their own account - and a number of them were of the sort you tend to see in late night TV or spam email - not ideal!

This morning I have created my own admob account - with "age appropriate ads" disabled. The short term effect is that no ads are yet appearing but hopefully when they do they will be a little more appropriate!

UPDATE2: This is apparently not intended (see comment below) and they plan to fix it today so that ads don't appear at all until a valid admob id is provided.