, which incorpoates content from the Daily Mail and The Mail on Sunday papers, is the only British site to have exceeded 40 million unique browsers in the official monthly ABCe audit.
Peter Williams, finance director at DMGT, said: "I am hopeful that we will move into profit during 2011.
"Display advertising in itself is about delivering eyeballs, and we’ve always believed that if you get the eyeballs then you can sell the inventory."
He added: "It is important to remember online does not require anything like the same [advertising] yields as the [print] newspaper does."
The MailOnline’s open-access, free model is in contrast to the last month.
The MailOnline’s traffic is boosted by extensive celebrity coverage, although in addition to ABCes, around engagement, time spent and page views per user.
In addition to traditional display ads, Williams added that increasingly sponsored links on specific sections of the site, such as , were starting to generate significant revenue streams too.
DMGT relaunched the website in the first quarter of 2008 after solid traffic growth in 2007. The revamp placed more emphasis on user-generated content and video, and expanded the scope of its editorial content.
At the time, was the UK's biggest newspaper site, but MailOnline stated its goal was to become number one – a position it first assumed in June 2009.
Peter Williams, finance director at DMGT, said: "I am hopeful that we will move into profit during 2011.
"Display advertising in itself is about delivering eyeballs, and we’ve always believed that if you get the eyeballs then you can sell the inventory."
He added: "It is important to remember online does not require anything like the same [advertising] yields as the [print] newspaper does."
The MailOnline’s open-access, free model is in contrast to the last month.
The MailOnline’s traffic is boosted by extensive celebrity coverage, although in addition to ABCes, around engagement, time spent and page views per user.
In addition to traditional display ads, Williams added that increasingly sponsored links on specific sections of the site, such as , were starting to generate significant revenue streams too.
DMGT relaunched the website in the first quarter of 2008 after solid traffic growth in 2007. The revamp placed more emphasis on user-generated content and video, and expanded the scope of its editorial content.
At the time, was the UK's biggest newspaper site, but MailOnline stated its goal was to become number one – a position it first assumed in June 2009.
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