Four passes left to attend the Digiday Publishing Summit
It might seem like a curious position for a content company, but Scripps Networks thinks finding audiences is more important now than ever. They are employing DataXu’s DX3 platform, which they call a “digital marketing management” platform (DMM), to facilitate that shift.
“The fundamental shift for us was the movement from buying placements to buying audiences,” said Jonah Spegman, digital media director at the company. “It has also been critical for us to be able to ad an extra layer of analytics as a filter in our ad buys for key audiences.”
Scripps, which includes The Food Network, The Travel Channel and Web properties like HGTV.com, devotes as much as 20 percent of its media spend to audience buys through DataXu. Scripps believes that being able to compare analytics on Yahoo, Google and Microsoft audiences is a key component in turning big data insights into adaptive audience-buying strategy.
More in Media

How Mars decides where to spend its retail media dollars
Ron Amram, the senior director of global media for Mars, gave a glimpse at the company’s playbook for selecting which retail media network partners.

DEI work continues – if covertly – people managers emphasize
Companies are grappling with how to preserve the essence of DEI work under changed circumstances.

In Graphic Detail: Virtual influencers click with young audiences, yet brands’ interest wanes
In spite of the increased prominence of top virtual influencers, brands’ demand for this type of creator has declined in 2025. This is part of the natural boom-and-bust cycle that occurs around disruptive cultural or technological forces.