Trip planning service Joobili officially unveiled its own version of sponsored listings this week, a system to provide event organisers with better visibility on the site.
The model is similar to services introduced by sites such as TripAdvisor over the past year, giving paying customers better positioning or additional information on websites.
And, of course, a new revenue stream.
The Joobili version allows event organisers the chance to appear above other listings in search results and on the homepage, depending on where the site's famous date sliders are located during the course of a year.
The launch of sponsored listings is the first major product initiative by Joobili since it secured a six-figure round of investment in July 2010.
A string of DMOs and event organisers, including VisitBritain, VisitHungary and the Balaton Sound festival, have gone live with listings for the launch.
Meanwhile, co-founder Jared Salter says it has scrapped the "seldom used" event forums on the site, preferring to integrate with the Facebook Comments platform to allow visitors to interact and post content from within their own Facebook profiles or on the site.