The New York Daily News has tapped Quigo to use its AdSonar private-label advertising network to generate additional online revenue for the paper's site.

The AdSonar platform will be deployed later this month and allows the paper to offer its own auction-based, pay-per-click advertising program using content-targeted sponsored links, according to Quigo, reports Editor and Publisher. NYDailyNews.com has around 5.8 million visitors a month.

"Quigo's NYDailyNews.com-branded platform, its sophisticated yield optimization technology, and its expert resources will help us jumpstart our own performance-based, content-targeted sponsored link advertising marketplace and deliver the most useful advertising to New Yorkers," said Jon Beck, the company's Director of Online Advertising and Business Development, in a written statement.

He added that "being part of Quigo's extensive network of other local, regional and national sites will allow us to benefit from many other advertisers seeking to target the greater New York metropolitan area."