Miva will serve both logo display and text-based advertising against relevant content on all WAYN pages as part of the deal.
WAYN ran a competitive pitch for the contract to run the PPC system.
The deal is another major step for WAYN after it opened up its basic functions to a wider audience earlier in the summer.
WAYN advertising manager Rudi Dray said: “As a community travel and social network our key focus is to deliver ads that are both unobtrusive and 100% relevant to our members.
“The control and flexibility offered through MIVA’s targeting solution will help ensure we achieve this – and was central to the award of this agreement.”
WAYN’s monthly email is also including in the deal for Miva-served ads. Two live pay-per-click links will be served on the bulletin.
The email is currently sent to around 1.6 million subscribers in the UK.
MIVA senior vice president for North America and Europe, Brian Mukherjee, added: “We believe that this agreement should enable our advertisers to get exposure on one of the fastest growing social networking sites in the UK.
“The range of implementations we intend to develop will be designed to maximise the revenue earning potential of the site, whilst not subtracting from the community features on which the site has been built.”