Advertorial for Gap
Gap, in fact, won praise as an innovative marketer in an AP wire story for signing on to the site and garnered far more than traditional banner ads. In November, Mommy Track'd began wrapping Gap's messaging in its own to hook advertorial with tips and suggestions, including picking out offerings that overextended moms might especially like. The site featured a promotion for Gap Inc.'s Options card (good at Gap, Old Navy and Banana Republic).

"Our ad offerings are more customized, more interactive," Ms. Keroes said. To wit: A recent promotion with Netflix tied a giveaway of a year's subscription to the service to an article on the site about "Sherrybaby" director Laurie Collyer just as the film was being released on DVD.

Now, Mommy Track'd is bringing on apparel retailer Gymboree and has a number of other advertisers on the hook. Ms. Keroes' pitch focuses on more than just visitor traffic. "We say, 'You're reaching your pure target demographic ... and they're listening," she said.

The partnership is an indicator of things to come, she said, "as marketers are getting hip to the fact that they need to address moms more directly."

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