The Daily Mail is encouraging clients to test automated media buying with its US website, offering $1 free programmatic advertising for every dollar spent on traditional ads.

DMG Media-owned DailyMail.com is offering ‘Programmatic Match’ to advertisers and agencies spending at least $150,000 directly with the website.

They will be offered an equivalent credit for using DailyMail.com’s automated ad buying system between now and 31 March, according to an Ad Age report.

DailyMail.com has run a full-page ad in today’s New York Times to promote the offer.

The website rebranded from MailOnline to DailyMail.com in December, in an effort to position itself as a global, rather than purely British, news brand.

At the time of the launch, Daily Mail North America chief executive Jon Steinberg said: “Daily Mail is our original brand and represents the heritage and the style of the site. It’s how everyone knows us in the US and having it finally be in our URL and masthead gives Americans one name to call the site they already love.”

MailOnline claims to be the world’s most read English language newspaper website, with 197 million visitors per month.