NBC's iVillage formed a liaison with BlogHer, an online ad network composed of about 2200 women's blogs.

Along with the right to advertise to BlogHer's audience, the deal includes a Series B investment worth $5 million, financed between Venrock and Peacock Equity (a joint venture between NBC Universal and GE Commercial Finance's Media), Communications & Entertainment business, reports Podcasting News.

NBC Universal properties Oxygen.com and BravoTV.com, online destinations for respective TV networks, will also syndicate BlogHer content and vice-versa.

SVP Peter Naylor of Digital Media Sales at NBCU called BlogHer "a hand and glove fit for iVillage." More importantly, it may give iVillage a leg up on rival Glam Media, an online women's network whose flagship site Glam.com launched in 2005. Less than two years later, it usurped iVillage as the top women's online network.

Glam recently began laying foundations in television, launching GlamTV in May and inking strategic partnerships with E!, Lifetime and Sony BMG. Its success in this arena could further threaten NBCU's hold on consumers both online and on TV.

Its aspirations don't stop at conquering TV. Glam launched a display and video ad exchange last month and began expanding globally this year.

NBCU took Glam's conquests fairly quietly until May, when it announced the formation of a cross-platform women's network and made Lauren Zalaznick the overseer. Since then the company has launched Momtourage, a "helper" community targeted to young mothers, and purchased The Weather Channel — the parent company of Weather.com. Weather.com's zip code data may help NBCU better address women's needs with hyper-local targeting.

Zalaznick, who publicized the iVillage/BlogHer liaison, also announced the formation of a digital ad sales network which currently includes BravoTV.com, Oxygen.com, iVillage and Sugar Inc. She said it would eventually evolve into "the largest online aggregation of top-tier women’s media brands."