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Reading: Daily Mail CEO: Advertisers Responding to Programmatic Ad Stunt
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B&T > Advertising > Daily Mail CEO: Advertisers Responding to Programmatic Ad Stunt
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Daily Mail CEO: Advertisers Responding to Programmatic Ad Stunt

Staff Writers
Published on: 14th January 2015 at 9:20 AM
Staff Writers
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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.

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.

 

 

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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