I've believed for a while that My Yahoo! was a powerful model for personalization. To varying degrees the other major portals/search engines are now pursuing a similar strategy. Google recently added more feeds to its personalized home page. Here's MSN's Start.com

Now, as part of its ongoing public (meaning publicly accessible) makeover, AOL has redesigned My AOL and added RSS feeds courtesy of a partnership with Feedster.

Here's the laundry list of current and to-be-added features.

Even though only a fraction of the U.S. population understands what "RSS" is, it will be a widely used and very important tool in the near future, both for consumers and for marketers.

AOL is building an impressive new set of features and capabilities and this is just one more nice (and important) upgrade.

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Related:

Chris Sherman's Search Engine Watch overview

MediaPost coverage

AOL's press release

Wired News article on AOL generally