• AdExchanger, Wednesday, April 24, 2013 3:41 PM

AdExchanger wrote that MailOnline "has staunchly resisted the pull of programmatic, even in the face of tremendous traffic growth." However, "the company's chilly regard for programmatic may be thawing as it feels more confident in being able to balance its direct sales with automation." 

Sean O'Neal, MailOnline's global CMO, discussed the company's advertising plans for mobile and video, and whether or not programmatic plays a role in any of those plans. O'Neal told AdExchanger, "We do see some value in programmatic tools, particularly in setting up private exchanges for brand advertisers.  However, MailOnline’s most strategic solutions cannot be 'programmed' and therefore cannot be bought via a technology platform or through a marketplace."

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