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Federated Media

Federated Media Publishing More Focused on Quality of Blog Than Numbers

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A couple of weeks after acquiring Lijit Network, Federated Media Publishing is opening their ad network to more bloggers. FM and Automattic reached an agreement to provide advertising representation rights to the WordPress.com community, which consists of 24 million blogs.

WordPress.com bloggers will now have the option to opt-in to the Federated Media advertising program. This partnership is huge for both FM and the brands trying to target the right audience. This gives brands direct access “on the largest, most powerful independent online platform in existence today, effectively letting them reach the most passionate communities on the Independent Web”.

These content driven campaigns will include marketing solutions such as:

  • Content-Curation
  • Sponsored Posts
  • Conversation Targeting

In an email a FM spokesperson said, “Anyone creating high quality, brand-safe content will be considered for the program. The focus initially is on the long tail, so we are more focused on quality of blog, not number of users or page views.”

Quality of the blog. That’s music to a blogger’s ears.

Federated Media Publishing Acquires Lijit Networks

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It was announced this morning via press release, Federated Media Publishing has acquired Lijit Networks, a Boulder, Colorado based company. The announcement was also made through a blog post from Lijit CEO Todd Vernon.

Lijit provides advertising services, audience analytics, and reader engagement tools for online publishers. The company helps you build revenue and engage your readers.

“Federated Media has a clear reputation as the market leader for connecting advertisers with the best of the Independent Web,” said Todd Vernon, Founder and CEO of Lijit Networks. “The combined company provides publishers of all shapes and sizes with a huge opportunity to grow and monetize their websites through a complete set of advertising offerings that best match their audience and readership. At the same time, advertisers have an unprecedented opportunity to reach the best and most authentic content at enormous reach and scale.”

When Vernon was first approached about selling the company, he met it with mixed emotions. The business was doing really well, it wasn’t for sale and they were having fun. So why sell?

In his post titled Go Big or Stay Home, he said “But, at the same time, if there was bigger play to make – an industry changing and industry leading play to make – it was with FM. It all made complete sense from that first instant of thought.”

I look forward to seeing what these companies can do together as a team. Are you familiar with either company? I think all of us online publishers should stay tuned to what they have planned for the future.

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