Daily Mail CEO: Advertisers Responding to Programmatic Ad Stunt

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On Monday, the Daily Mail ran an ad in the New York Times NYT touting a new limited time offer, called “programmatic match.” For a limited time, any advertiser that spends north of $150,000 on the site will receive an an equivalent amount of free “programmatic” inventory–for up to $1 million in spending.

This story was originally published by The Wall Street Journal

In other words, the British newspaper’s online arm in the U.S. is offering advertisers a buy-one-get-one-free deal.

The ad reads: “DailyMail.com Programmatic Match (the “Program”) is free programmatic advertising inventory that comes matched dollar for dollar on your next DailyMail.com insertion order placed advertising campaign with DailyMail.com in the United States.”

In other words, the British newspaper’s online arm in the U.S. is offering advertisers a buy-one-get-one-free deal, which in this case expires on March 31.

CMO Today spoke to Daily Mail North America chief executive, Jon Steinberg, on the strategy behind the ad.

For edited excerpts of the conversation, click here.