RadioRunner.co.uk allows local advertisers to buy and create ads themselves and is targeted at clients that might previously have used the regional press.
Stephen Miron, chief executive of Global Radio, said commercial radio needed "ground-breaking initiatives" to move from being a 6% to a 10% medium and RadioRunner was "one of these innovations".
Global Radio denied the website would replace its local sales teams. Miron said "some people may knock the idea", but they "shouldn't be in the radio industry" if they couldn't see the opportunity it offered.
A similar tool is already available for the outdoor industry. Signposter.com, backed by WPP, allows advertisers to survey outdoor ad opportunities in their area and book campaigns through the internet.
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