• by Mark Walsh  @markfwal, September 21, 2010

Ad network VideoEgg said Tuesday it's acquiring blogging services company Six Apart to form a new company called Say Media with the goal of boosting advertising in conversational media. Terms of the deal, which is to be formally announced Wednesday, were not disclosed.

The new entity combining VideoEgg's ad technology with the publishing platform of blogging pioneer Six Apart promises to power more engaging and interactive ad campaigns online and on mobile devices. The two companies first partnered last year in a deal in which Six Apart offered VideoEgg's AdFrames rich media units as part of its ad program, allowing bloggers to integrate the ads into their TypePad blogs.

In a similar vein, VideoEgg touted the Six Apart acquisition as a move that would lead to "the creation of social hubs and influencer-driven custom content programs linked to the innovative AdFrames offering. The result is advertising that is more efficient, useful and social."

VideoEgg CEO Matt Sanchez will lead the combined company, with Six Apart CEO Chris Alden planning to leave. Six apart co-founder Mena Trott will give up her post as president to VideoEgg's Troy Young but will join Say Media's board.

Trotted started Six Apart with her husband Ben in 2001, developing the original MovingType software that eventually helped to popularize blogging at the start of the decade. More recently, the company had become the subject of deal rumors and hired an investment bank to explore a possible deal.

Sanchez said Say Media would have a worldwide audience of 345 million, providing advertisers much broader reach than either VideoEgg or Six Apart could separately. In terms of demographic segments, that includes 73 million social techies, 25.5 million moms and 34 million sports enthusiasts.