Online Ad Net VideoEgg To Acquire Six Apart, Forming ‘Say Media’

Display ad net VideoEgg is acquiring blog network Six Apart. The two will merge and create a new entity called Say Media (the site is password-protected for the moment). Terms weren’t disclosed. The idea behind the combination is to address some of the problems advertisers have in social media marketing.

In all, VideoEgg has raised about $30 million in the past five years from investors such as WPP Digital, Focus Ventures, August Capital and Maveron. The San Francisco ad net has primarily concentrated its efforts on Facebook and on developing ad products for social media, in a sense, attempting to cross over into the direction that Six Apart has been reaching into.

In turn, Six Apart has been evolving as well. Earlier this summer, Six Apart headed further down the ad net route when it bought NaturalPath Media, an ad net aimed at consumers and marketers interested in green and healthy lifestyle sites.

VideoEgg was founded in 2005 by Yale graduates David Lerman, Kevin Sladek and Matt Sanchez, who is currently CEO and will retain the title at Say Media. With Six Apart at its side under the umbrella of “Say Media,” the combined company is already taking aim at its more established competition with a number of bold claims.

For thing, Say Media claims it will have an audience of 73 million “social techies” when the ink is dry, adding that this group of users “is larger than CNET, Wired, and IDG combined.” It also counts 25.5 million moms, more than Nickelodeon Family, BabyCenter and the CafeMom Network collectively, and claims its 34 million sports enthusiasts are nearly 40 percent more than ESPN (NYSE: DIS) online.

If it sounds like it may be stretching things, Say Media can count on a number of high-profile partners as part of its orbit, includingTalking Points Memo, Gaia Online, and Minyanville.