So, if you publish a feed with us, the next question will be “Ummm ... why should you integrate into Google?”. There are lots of answers, so let's group some of them:
Full integration with Google. Integration will allow us to connect to other Google benefits. For example, only a group of our publishers had the opportunity to use the services of the FeedBurner advertising network to this day. We would like to offer this opportunity to a much larger audience, and full integration into the Google architecture will make it not only possible, but more likely (more on this in the next few months).
More and better services. As any fan of Ludwig Mies van der Rohe ( ru.wiki ) will tell you, “the more the more”. If we can fully integrate into Google, it will be easier for us to provide some services, even those we could only dream of earlier, but could not realize because of their scale. These services include parameterized feeds (i.e., you can work with feeds as with query results), a wide range of email services (those of you who want to import your own white lists of email addresses understand what we mean) , well, another "crap." By “crap” we mean “chips.”
It is easier to regulate the load on the system, with an increase in the number of users. As more and more feeds are “burned out” and more and more bots, reader programs, as well as APIs and spiders (crawlers) are accessing them, even feeds that do not increase the number of readers increase server load. Full integration into Google means that it will become easier for us to adjust performance and get rid of bottlenecks, and, therefore, the engineers who worked on these problems will be able to devote their time to developing new services.
Source: https://habr.com/ru/post/20617/
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