Ads and RSS feeds

Radio Free Blogistan:

If you have an aggregator, check out the feed for Lockergnome's RSS Resource. Yes, it has ads inserted in the feed as headlines that do not appear published on the main site. ... What I do not like about the Lockergnome strategy is that they are not identifying the ads as such. They are just another headline in the feed. What would they call it, though? Sponsored content? Editorial? Aditorials?