Federated Media faces competition from a host of companies looking to sell inventory in the blogosphere, but starting today one of its rivals will be software-maker turned ad network Six Apart, which announced an ambitious restructuring plan to enter the advertising business.

According to CNN, Six Apart has acquired creative agency Apperceptive with the goal of becoming a full-service platform for bloggers looking to monetize their content.

Six Apart, which competes with WordPress, is one of the market leaders with its Movable Type blogging software.

While blogs are hugely popular, the medium hasn't exactly been a hit in a monetary sense, with most bloggers writing for fun rather than profit.