Apr 19, 2021
I am so delighted to welcome my dear friend Tracey Scheppach to this episode of the #BeetCast.
I call her the “mother of addressable TV”. Well, she didn’t exactly invent addressable TV but she was by all accounts the first buyer of the medium.
She was deeply involved with pilot projects in Colorado and Alabama in some twenty years ago. In our chat, she recalls those early days and her move to Starcom in 2005 to head the agency’s advance TV practice.
In 2016, she left Starcom to start her own company which is a boutique addressable TV buying agency and an industry consultancy. It is called Matter More Media.
In our conversation, Tracey talks about the evolution of addressable TV over the past 20 years. She speaks of her disappointment that its scope has been limited, increasingly by new “walled gardens of data” now in control of TV manufacturers. She shares her mantra: DATA MUST BE FREE.
We also talks about measurement and the importance of understanding the impact of creative.