Bloggers might have been syndicating content with ICE not RSS

11 September 2025

Not many people talk about how or why RSS won the content syndication war because few people are aware that a war ever took place. Everyone was so fixated on the drama over RSS’s competing standards (Atom vs RSS 2.0) that they barely registered the rise and fall of the Information and Content Exchange (ICE) specification, which had been created, funded, and eventually abandoned by Microsoft, Adobe, CNET, and other household names.

Here’s a slice of web history I was unaware of until now: an alternative blog content syndication specification that was — for a short time — in competition with RSS.

That Microsoft, as one of the backers of Information and Content Exchange (ICE) syndication, quietly began using RSS, says a lot. A lot about RSS, and Microsoft.