Why Scripps Bets on the DMM

“This approach lets us target more effectively across a larger inventory pool,” said Spegman.

Still, a central question is will this so-called evolution be enough to make big data manageable for brands and publishers other than a Scripps, which boasts an immense, multi-channel network of Web and TV properties?  Some of Scripps’ TV properties, for example, are highly specific in theme, like the Food Network. Increasing the quality of data on consumers in developing insights, even incrementally, should result in significant improvements in engagement, as the data is being used to fine-tune insights from a smaller range of variable unknowns about targeted consumers.

That said, Scripps is pleased with its results, aided by vendor partner DataXu. The company reports that consumers, when targeted early in the funnel, Food Network consumers, during a test, tended to bring ad interactions twice as high as normal CTR rates.