Techmeme offers a new ad format: sponsor posts. Here's their own explanation about how it all works: "A sponsor's blog occupies a permanent place in the "Techmeme Sponsor Post" area of the site for the duration of the sponsorship. The technology is simple: a sponsor's blog feed is polled every few minutes, the latest post of which appears in its assigned slot (first, second, or third) along with a logo image that links to the sponsor's site."
TechCrunch and BuzzMachine say Techmeme has just re-invented advertising. To be precise, it's a good idea but not a new one. I wrote about BBC producing RSS-powered ad units exactly a year ago.