Digg has launched a new kind of ad called "Digg Content Ads," which the company describes as widgets that contain previous Digg homepage stories that are relevant to the industry or company being advertised.
To illustrate how this works, Digg provides an example of Adobe testing the concept with banners that utilize popular government-technology stories from Digg's archive. This is illustrated below:
Advertisers are not able to promote Digg content that hasn't already been promoted to Digg's homepage organically. This means they will not easily be able to "game" the system. If stories have passed "the age of promotion eligibility," they may be featured in a content ad if they were never promoted, however.
"In other words, Digg Content Ads allow advertisers to re-publish existing stories into ad banners, and give those stories additional exposure within paid media; but they can’t use this approach to artificially boost a story onto Digg’s homepage," explains Edwards.
The content ads represent another interesting way of advertising on Digg that is essentially non-intrusive to users. The model is similar to
Yahoo is now doing something similar with a new campaign from General Mills. The company is taking existing content from several of its properties and bringing it together to create a targeted user experience that is relevant to the ads being served with it.
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