Programmatic Lessons from Daily Mail’s Ad Giveaway

By: Lucia Moses | Digiday

It’s hardly conventional for a Web publisher to promote an ad giveaway with a full-page newspaper ad, but DailyMail.com has reason to be especially aggressive.

To make inroads in the U.S., the online counterpart of the U.K.’s Daily Mail is offering free programmatic advertising to direct advertising clients on a dollar-for-dollar basis. The campaign applies to advertisers who spend $150,000 or more in direct sales during the program period, which is set to run from Jan. 12 through March 31.