In an effort to create greater interaction between advertisers and audiences, Automattic – the company behind WordPress – announced its partnership with the digital advertising company Federated Media.

Federated Media is focused on connecting brands with engaged audiences. WordPress now powers 15% of all websites, which is an attractive figure for you as you seek out advertising targets.

“We’re bringing contextual advertising to highly desirable audiences,” explains Deanna Brown, CEO of Federated Media.

The partnership will allow over 24 million blog owners the ability to place ads on their sites. Bloggers will have to opt-in to the program, but it’s open to all publishers in the U.S.

Advertisers within the network will be able to target ads for the right audience through a variety of marketing solutions. Most notably through conversation targeting. Brands will now be able to focus advertising on an entire conversation instead of a few keywords.

Additional methods include content curation and sponsored posts, which will give bloggers a chance to write posts around a subject. This will also allow you to become a part of the story instead of interrupting it.

Neither company has disclosed plans for how it plans to share revenue with the bloggers.

Federated Media,, and Lijit Networks – an advertising and analytics service recently acquired by Federated Media – now reach more than 247 million unique visitors each month.

[Via: Mashable, Image credit: Ben Sutherland]