Tracey Scheppach » EVP, Innovations Director, Starcom MediaVest Group
Scheppach is responsible for strategic and operational oversight of SMG’s Precision Video Center of Excellence and is charged with determining best practices for emerging video technologies. She invest clients’ advertising dollars across cutting edge video contact points such as addressable advertising, VOD, IPTV, interactive TV, audience based buying, programmatic TV, online video, mobile video, and more. Scheppach is the founder of VivaKi’s The Pool, a far-reaching research and development initiative designed to gain insights into and shape emerging forms of media.
Scheppach is a vocal advocate for the freeing and widespread use of national set-top box data, providing the business with a dramatically improved perspective on real life viewing behaviors – and improved accountability. She has also been a tireless pioneer of addressable advertising, pushing the industry toward the next level of relevance and data-driven effectiveness.
Prior to her work at Starcom MediaVest Group, Tracey leveraged her position as an industry leader at companies such as KPMG, Baxter International, Monsanto Company and Wink Communications/OpenTV.
A frequent speaker at industry events, Scheppach is also quoted in publications such as Advertising Age, Adweek, Mediaweek, MediaPost and Entertainment Weekly, radio talk shows such as NPR and newspapers such as the New York Times, Financial Times and the Wall Street Journal. In 2010, Scheppach was recognized by the Advertising Research Foundation (ARF) with a Bronze Great Mind Award in the Innovation category as well as sixteenth in Mediaweek’s 50 and The Internationalist’s Top Agency Innovators. She has also been recognized in Mediaweek’s Watch List for 2009 and iMedia Connection’s list of top 25 Internet Marketing Leaders and Innovators, as well as revered a Woman to Watch by Advertising Age in 2008. She is also a member of the American Association of Advertising Agencies National TV Innovation committee, Invidi’s Advisory Board, The Leukemia and Lymphoma Society Board and was inducted into AAF’s Ad Hall of Achievement in November 2009.