Ads also will be subject to removal from the system if they prove unpopular with users. This may seem risky to some advertisers, but the company believes it will encourage them to optimize their campaigns, making them more effective and relevant to the Digg community. The ads will be marked as sponsored content, but will otherwise have the same “look and feel” as the news stories.
The approach is somewhat similar to one implemented by Facebook a while ago, though in this case Digg users are already heavily engaged with voting on content they see on the site. Electronic Arts and Intel will be among the first advertisers to use the product, which will be in beta for the next few months.