The Massachusetts Registry of Motor Vehicles today became the first RMV in the nation poised to accept advertising in order to generate new revenue.
MassDOT announced that the state's RMV has transitioned to MassRMV.com, a new website that offers "limited advertising opportunities" as well as modern navigation that simplifies transactions.
In its first year of operation, the advertisements are expected to generate about $65,000 in new revenue.
Advertisements will be limited to select informational pages and are not on customer transaction pages, according to MassDOT.
The website typically gets more than 16 million visits per year. In 2012, Massachusetts motorists performed more than 3.4 million transactions online, up from 2.9 million transactions in 2011, according to MassDOT.
Registry customers can use the website to renew their license and registration or to pay tickets. They can also use the site to become organ donors.