I haven't thought about this much after the launch in August, but it seems interesting. This take on advertising and crowsourcing seems totally obvious but is the first of its kind as far as I know. Of course marketers want to invite users to discuss and "interact"/"engage" with the copy, message or product. It has apparently also taught advertisers to contribute to the community with their ads, after a couple of weeks of low approval with ads getting very few diggs.

From an excellent blogpost over at thenextweb

Digg’s Ads Make Me Want to Click On Them. I’m not the only one.

"It’s been a couple months  since the new Digg advertising system went into effect. In that time it has single-handedly convinced me that this is how advertising should work and how normal ads are screwed.

The new ad system, if you don’t know, allows advertisers to show their ads as a “Diggable” item that will show on Digg.com’s front page. While we are all used to the interrupting ads on other sites and blogs, this system allows new product releases and good deals to be integrated into the site seamlessly.

However, Digg is a social site right? So Kevin Rose and his smart buddies thought up a great way for the users to contribute on the ad system. Just like the look and feel of the ads is identical to all of the other stories, so is the functionality. This means that all users can Digg, Bury, and Comment on these advertisements. Now this may seem cool that Digg has added a democratic spin on advertising system, but it also adds a lot more functionality for the consumer, but especially advertisers."