Parenting site BabyCenter has hooked up with Federated Media's advertising network, reports ClickZ.

The deal will allow BabyCenter to sell ads on Federated's lineup of parenting blogs and sites. It does not, though, let Federated sell ads on BabyCenter or its associated sites. Nor does BabyCenter have access to non-parenting or family sites in Federated's network.

Federated Media VP Neil Chase said the deal strengthens the network's parenting category by opening up sales to a partner. BabyCenter may, after all, have relationships with advertisers that Federated does not.