Ad inventory AdGent007 will sell online ads for Johnston Press after signing a deal with the Scotland-based newspaper publisher for an undisclosed sum.
The deal follows a similar move by the Telegraph Media Group, which formed a partnership with AdGent007 last month, and Times website timesonline.co.uk.
Johnston Press is the second-largest local newspaper publisher in the UK. In May this year, the company said it was looking to raise GBP212m (USD412m) by selling a 20% stake of its company.
The firm wants to pay off debt, which stood at GBP700m (USD1.3bn) as of 26 April. Johnston Press says print advertising revenues dropped by 9.1% in the first four months ending 26 April, which a 57% rise in online advertising sales failed to offset.