- U.K. publisher Daily Mail is known for being a bit aggressive in its reporting, and its strategy to make headway in the U.S. for its programmatic ads is no different.
- The publisher is posting a full-page news ad for its promotion to offer free programmatic advertising to direct ad clients in a dollar-for-dollar deal: $150,000 in direct sales gives advertisers $150,000 in programmatic, for example.
- The promotion—the publisher hopes—will bring attention to its native ads and the idea that they can be scaled.
Programmatic is having the same kind of growing pains that every new ad format has had before it. While the Daily Mail's approach is aggressive, it could help not only the publication, but also programmatic in general. The more advertisers are exposed to programmatic, the more comfortable people will become with it.