MTV/Nickelodeon Buy Parenting Sites to Form Ad Network; Burst Worried?

MTV/Nickelodeon have announced that they are acquiring the Babunga.com network of parenting sites and will integrate them into the Nickelodeon ParentsConnect brand. Terms of the deal were not disclosed. Mediaweek has some additional notes regarding the deal.

The deal includes a variety of sites including Babunga’s top sites: babynamesworld.com, 3dpregnancy.com and wikiparenting.com. comScore reports that Babynamesworld.com is one of the most popular pregnancy websites and is the world’s top baby-naming website, reaching 1.1 million unique visitors monthly.

Having been in the moms online marketing space for the majority of my career, it could very well be the best place to be outside of porn. Good ad rates, strong consumer brands with large budgets, users who click ads and interact with brands. What other categories can offer this?

As an aside, BurstMedia recently launched a moms ad network - will this deal affect their ability to close ad deals?