All four web sites will be relaunched before the autumn, in line with the overhaul of The Daily Mirror earlier this year.
Julia Smith, head of digital at MGN Digital, which runs the company's national newspaper sites, said the effort was aimed at monetising all four sites more effectively.
It has hired Falk Solutions to provide ad-serving technology as part of the effort, having also looked at using DoubleClick's DART. It currently uses 24/7 Real Media for ad serving.
Smith explained: "Falk's ad solutions allow our advertisers to target better. We can use geo-targeting, for example, and track the efficiency of campaigns more effectively. Its rich-media campaign tracking and inventory will be invaluable."
She added that the web site redesigns would focus on key areas such as sport, entertainment, travel and motoring.
Smith is also keen to exploit gaming and gambling to generate additional revenue and is in discussions about partnerships with several providers, including Cashcade.
The relaunches are backed by an expansion of MGN Digital's headcount.
Three staff will join agency sales and Smith has also hired an ad-trafficking manager. An extra web-development manager has been appointed to look after site-build, search-engine optimisation, email marketing and integration across all of the company's web sites.
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