BOSTON (AP) — The Massachusetts Registry of Motor Vehicles says it will begin accepting advertisements on its website in an effort to generate new revenue.

The state Department of Transportation said on Monday that the RMV would be the first motor vehicle administration agency in the country to run online ads.

Officials say the website averages about 16 million visits a year from people seeking to renew their registrations or driver’s licenses, apply for learner’s permits or conduct other transactions.

The registry has transitioned to a dot-com web address to facilitate the ads.

The agency hopes to generate about $65,000 in advertising revenue in the first year of operation.

Copyright 2013 The Associated Press.