RealTime IT News Makes Marketing Deal with, Takes Stake, the Internet arm of the Walt Disney Co., Thursday agreed to give pet supplies e-tailer promotion on its network, as well as marketing on ABC, in exchange for a stake in the start-up.

"This agreement is a significant extension of our current marketing relationship with other Web sites such as and, which has been among our most successful in terms of driving qualified traffic to," says Julie Wainwright, chief executive officer of

The deal calls for to get a significant chunk of equity in In exchange, will receive promotion on's family of Web sites, which include,,,, and

Notably, the deal also includes time on the ABC television and radio networks, a move that's part of a growing trend among portal players with ties to offline media properties.

As part of the agreement, will be able to make special promotional offers to users of and There will be joint promotions, event sponsorships, and possible merchandise development.

In addition, will provide content to sites and will develop exclusive content for in particular.