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After Mail Online’s about-turn, GMG’s GuardianAmerica.com launch and Times Online’s WSJ.com link-up, now the UK’s number-two online paper Telegraph.co.uk has decided to make money from the majority of its users that come from outside its native UK, giving AdGent 007 a license to sell its overseas ad inventory to international advertisers, NMA reports. Some 12.4 million of its 18.4 million users come from overseas, according to May’s ABCe, the majority of them from the US. Despite the big numbers, the majority of page views still come from at home.
Digital director Brian Harrison said the ad grab could prompt creation of more content specific to international markets. Guardian.co.uk launched GuardianAmerica.com this year with US ads sold by Reuters and, despite earlier ruling it out, Mail Online is now selling ads overseas.