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BizReport : Blogs & Content : October 19, 2011


New content deals may open new areas to brands

As we know by now, ads are great but content is the thing that makes ads relevant to consumers. Keeping fresh content on sites, though, becomes harder as the web becomes more segmented. Several content partnerships should help with the fracturing of the Internet - none bigger than Federated Media's new deal with WordPress.

by Kristina Knight

In partnership with Automattic, Federated Media Publishing will provide advertising representation to the WordPress.com community of bloggers and content publishers. There are more than 24 million blogging sites within the network writing about their daily lives, business, technology and other topics. Advertisers will be able to sponsor some posts, can look to Federated Media for content curation and target ads based on conversations.

"WordPress.com contributors epitomize the idea of passionate and influential publishers on the Independent Web," said Deanna Brown, CEO, Federated Media Publishing. "They have ardent followings and they present information in a very focused, conversational format, which is exactly the type of media offerings found in the rest of our existing portfolio. They really are an excellent fit for us."

Earlier this month, Federated Media acquired Lijit Networks, provider of ad services, analytics and reader engagement tools; the acquisition should help Federated reach about 300 million global consumers (per month), more than 77,000 publishers and 15,000 expert communities. Adding today's announcement, the company is set to make huge strides into the publishing space.

In other content moves Education.com, StackTV.com and Ology.com have all tapped Skyword to produce content for their sites. Through the partnerships Skyword will power content development which can then be distributed through various networks.






Tags: ad targeting, advertising, Federated Media Publishing, online content, Skyword








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