Social news website Digg announced plans to take its news ranking system and apply the same concept to a new advertising platform. Called Digg Ads, you, the reader, will have greater control over which ads are displayed and which ones gets buried, the site says.

"The more an ad is Dugg, the less the advertiser will have to pay," Digg wrote in a blog. "Conversely the more an ad is buried, the more the advertiser is charged, pricing it out of the system."

Digg says the new ad platform will initially debut as a pilot program later this summer. The ads will appear next to stories in the river, with sponsored content taking on a similar look and feel to regular stories. However, the site says advertisements will be "clearly marked as sponsored."

According to Digg, this system represents a win-win proposition for both readers and advertisers, giving the former a way to control what content appears, and the latter real-time input on whether or not their products are relevant to the readership.

Image Credit: Digg