Oh brother.

BuzzFeed Unites With an Alumnus of Gawker

Neetzan Zimmerman, an editor who rose to prominence at Gawker with an uncanny knack for posting popular news articles and videos, is teaming up with another highflying player in the “viral” content wars.

On Monday, the fast-growing media website BuzzFeed will announce that it has joined forces with Mr. Zimmerman, who left Gawker in January to become editor in chief of Whisper, a new app that allows people to share secrets and make confessions anonymously. The partnership will give BuzzFeed access to Whisper and to its content for possible articles.

The alliance, in which no money will change hands, is expected to send ripples through digital media. Mr. Zimmerman said that in his last months at Gawker, he was its primary driver of traffic, bringing in roughly three-quarters of monthly unique visitors. Gawker.com had 24 million unique visitors last month, according to Quantcast, a internet traffic monitoring site. Gawker’s founder, Nick Denton, recently picked a fight with BuzzFeed, calling the site “pointless” but describing it as “the perfect competitor — highly motivating.”