Amra will join firms such as business publishers TouchLocal and Vivastreet in using the AdJug service, which allows companies to buy and sell ads directly, eliminating the need to use an ad network.
The move means Amra can now use the AdJug marketplace to define how much advertisers pay for ad space.
David Cleave, head of online at Amra, said: "In the time we've been working with AdJug, we have had a noticeable increase in the monetisation of our inventory."
He added: "AdJug's team has developed a remnant ad exchange system that delivers additional functionality for publishers and advertisers, and I am confident that we will see a further increase in Amra's return."
Amra represents 270 regional newspapers and 300 websites and is owned by Trinity Mirror.
Separately, Trinity Mirror has announced that the Co-operative group is to be the sole sponsor of the Daily Mirror's Pride of Britain Awards, its TV awards.
The two-year sponsorship deal was brokered by Mirror Group's head of innovation, Keith Yonnish.
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