One of the most powerful innovations regarding the way in which information is communicated on the internet is the commencement of the use of RSS. RSS, stands for Really Simple Syndication, Rich Site Summary and RDF Site Summary. RSS is a way to formulate information in a uniform and consistent manner that can be "read" by machines. This technology (specifically RDF) was developed by Ramanathan V. Guha, and former employee of both Apple Computer and Netscape Communications Corporation. The technology itself went through a dramatic stop and go journey towards becoming the go-to program in its particular niche. Ownership was contested and different teams of people intimate with the product and its background fought for years over who had a legitimate claim to the most recent advances in RSS. The most potent use of RSS is its use as a updating content builder for news feeds on websites.

One aspect of this service is that of sparing the website owner the necessity of hiring independent writers to create unique articles for their site. When updating content, the RSS content building services act as a "personal writing assistant" locating and pulling all recent articles that may have appeared on the internet and that are relevant to a website's customer base.

Simply, RSS is a code that is added to the website, and, once added, acts as an anchor or an avenue through which relevant information is grounded to the site and constantly refreshed without the site administrator having to lift a finger. The most common accolade for RSS takes a word from one of the acronym descriptions; most consumers and site administrators are entirely impressed with the simplicity of installation and use. One site webreference gives reviews of different RSS products as well as testimonials from happy consumers and instructions on installation.

RSS feeds or webfeeds are also referred to as "aggregators" because of their ability to glean relevant news feeds from many different sources and organize them into a coherent and consistent list. The feeds to done have to be downloaded and only need to be installed once, thus ensuring their convenience and explaining their use by such large organizations as Yahoo and The New York Times.

In addition to the multiple sites offering explanation of RSS, the possibilities for service are similarly numerous. Just some of the names include: HyperDig, Fyuze, Rocket RSS Feed Reader and Fastbuzz. The names, like the companies themselves, stress the cutting edge nature of the technology and the speed with which it can bring up to the moment news straight to consumers.