Tunblr parent Automattic said Wednesday that the Tumblr Blaze advertising tool is now available to any site on Automattic-owned blogging platform WordPress via WordPress.com or the Jetpack plugin, also owned by Automattic.

Automattic introduced Tumblr Blaze last April, and the company said it enables advertisers to reach an audience with an estimated 13.5 billion monthly impressions across hundreds of millions of WordPress sites and Tumblr pages, simply by transforming their existing content into ads that will run across the blog networks.