Granola mama

Green ad network NaturalPath Media has formed strategic partnerships with about 22 sites, the most popular of which is Dr. Greene, a family and healthcare information site for eco-conscious parents.

According to MediaPost, Dr. Green will serve as the flagship partner in NaturalPath's just-launched "Moms and Family" channel. NaturalPath will also sell ad space for the site on an exclusive basis.

Dr. Green draws about 700,000 unique visitors per month. It was launched as a family business by Dr. Alan Green and his wife, Cheryl, in 1995. Before the NaturalPath liaison, Dr. Green worked with WebMD on a similar partnership.

On its decision to break ties with its previous partner, Cheryl Green explained, "We respect the people at WebMD, but we requested that we only wanted green advertisers, and they decided that wasn't the direction they were going."

NaturalPath's sales team will build custom packages for national and local CPG and health brands, in particular targeting mothers that want eco-friendly alternatives for family ailments (such as acne).

The company launched AdGuru, a DIY ad platform for green verticals, last month. Its "Moms and Family" channel serves about a million visitors per month.