Hive accounts can "delegate" posting authority to another account.
If 'podping_hivewriter' is running with account 'podping.cloud' it normally sends all podping custom_json from that account using the 'posting key' for that account.
If another Hive account (for example a podcast hosting company) were to have their own Hive account with its own unique keys. That account can grant or "delegate" posting authority to 'podping.cloud'. Once this has been done, 'podping.cloud' can send out podpings in the name of the hosting company. This also means the hosting company can contribute to the resource costs (by holding a small amount of Hive Power on their own account).
At this time, while we are upgrading the input system to include Medium and Reason codes, adding a simple 16 char string for another Hive account name is simple.
Note: delegated authority means no keys or anything secret needs to be passed. The authorization to make this work happens outside of Hivewriter but could easily be handled via a simple web interface on podping.cloud.