"Digg was an innovator in one important way: It showed the way with an innovative ad system that was truly native to the experience. For all of Digg’s mistakes, it got the ad part mostly correct. Rather than splash the site with IAB units, Digg chose to make its own ads in 2009, determining that the ads themselves should be promoted content from the site. Advertisers were challenged to adapt to Digg’s community, contributing content that they could then pay to have surfaced more prominently. Users could comment on advertiser posts, promote them and bury them. The more an advertisement was Dugg, the less the advertiser had to pay, rewarding those with good content."