Individualized RSS (IRSS) is based on the current RSS framework, but is deployed in a manner to address the aforementioned measurement and personalization challenges. IRSS is subscriber-centric, allowing end users to easily express their preferences for distinct content categories and/or receive feeds that are tailored to them using the same principles used in e-mail marketing targeting and personalization. Most important, IRSS implies these feeds will be unique, so they can be completely measurable. Such unique feeds also offer consumers the anonymity they seek. Each feed has a unique identifier (ID) that is created during the subscription process, as opposed to a permanently available e-mail address. This process allows a publisher to continue to publish to the ID, but once the user decides to stop checking the feed, there is no longer any way for the publisher to communicate with the user.