Users will have a considerable say in what kind of ads they want to see. Just as they can vote up or down any articles, videos etc. on the site, they will be able to do the same with the ads. The ads will however be clearly marked as sponsored content.
Thus, the more popular an ad is, the more it will be voted up, while the less popular an ad is the more that ad will be ‘buried’ or voted down. Accordingly advertisers will be charged at a higher rate for the less popular ads, and will be charged at lower rates for the more popular ads. This way, eventually, the advertisers would decide to discontinue the unpopular ads, as they will not work out to be cost effective.
Through this service, Digg is making sure that their audiences get to see ads that they are interested in, and advertisers will try their best to produce ads which users will like.
There is, of course, a slight possibility that users may decide that they do not want to see ads on Digg, and therefore start ‘burying’ all ads.
Digg will initially roll out the ads gradually to a few users, and based on their feedback, make appropriate changes in the service. Over the course of the next few months the facility will be made available to all users.