San Francisco - Federated Media Publishing, an online ad network for blogs and other conversational media websites, has raised $4.5 million in its second round of funding, PEHub.com reported, citing a regulatory filing.

Investors participating in the round included return backers New Enterprise Associates and Omidyar Network.

San Francisco-based Federated Media maintains "federations" of websites for advertisers, in categories like digital culture, media and entertainment, parenting and small businesses.

The company was founded by entrepreneur and journalist John Battelle, who previously founded The Industry Standard publisher Standard Media International, and was a co-founding editor of Wired magazine.

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http://www.federatedmedia.net