Disclosed is a method for processing content published on-line so as to identify each item in a unique manner. In some implementations, an RSS feed is received from a publisher and a unique identifier is identified for each item in the feed. Each item then has third party content or advertisements associated with the item based on the unique identifier. The feed is then stored and, when appropriate, updated. The augmented feed, which contains the third party content and the items in the feed, is provided to user devices.