The invention is a method for processing content published on-line so as to identify each item in a unique manner. The invention includes software that receives and reads an RSS feed from a publisher. The software then identifies each item of content in the feed and creates a unique identifier for each item. Each item then has third party content or advertisements associated with the item based on the unique identifier. The entire feed is then stored and, when appropriate, updated. The publisher then receives the augmented feed which contains permanent associations between the third party advertising content and the items in the feed so that as the feed is modified or extended, the permanent relationships between the third party content and previously existing feed items are retained and readers of the publisher's feed do not receive a false indication of new content each time the third party advertising content is rotated on an item.