The Daily Mail and General Trust's Mail Online is the latest UK news website to bar online media monitoring service Meltwater from crawling its content by using the robots.txt site control protocol, paidContent reported yesterday.

Meanwhile, the United Kingdom's most visited newspaper website is hoping to find similar successes across the pond; it has opened an office in Los Angeles and hired editorial and sales employees. The newspaper plans to begin producing content for mass-market U.S. audiences and has chosen to remain a free-to-view news site, New Media Age reported today. The news site will explore editorial and sales capabilities around Hollywood-related news, and appears as a tab on the Daily Mail's homepage titled "U.S. Showbiz."

The Daily Mail began behavioural targeting across its U.S. inventory last year - a smart move, as ABC Electronic's monthly reports for the last five months show that more than half of the site's unique users (2.4 million daily) are from outside the United Kingdom, NMA noted.