Digg is rolling out a new feature which will enable users to vote advertisements up or down just as they do for regular site links published on the site. Named ‘Digg Ads’, the new feature will work like an advertising platform and will allow companies to post sponsored content like normal Digg stories.

According to a blog post on official Digg blog, the advertisements will appear between the normal stories, but will be clearly marked as sponsored.

Digg Ads will appear alongside stories in the river. The sponsored content will look and feel similar to regular Digg content, but will be clearly marked as sponsored. It may link to stories, video trailers, independent product reviews – many of the same types of content you see on Digg every day. The goal here is to give advertisers a way to present content related to their brands and get immediate input on whether it’s relevant to the Digg audience, or not.

The Digg Ads platform will be launched as a pilot in a few months.  It is expected to give users more control over the advertisements displayed on Digg. How? Because, like normal stories, users will be able to vote up or down those advertisements. And the pricing will change with the number of votes an advertisement receives. The more an advertisement is Dugg, the less the advertiser will have to pay. On the other hand, the more user buries an ad, the more the advertiser will have to pay. In this way Digg users will be able to throw some ads out of the system.

So, what you think about the idea? Innovative? Or you will simply hit the bury button for all those advertisements appearing within Digg news stream?

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