he I am delighted to welcome my dear friend Tracey Scheppach<\/a> to this episode of the #BeetCast.<\/p>\n

I call her the \u201cmother of addressable TV\u201d. Well, she didn\u2019t exactly invent addressable TV but she was by all accounts the first buyer of the medium.<\/p>\n

She was deeply involved with pilot projects in Colorado and Alabama in some twenty years ago.\u00a0\u00a0 In our chat, she recalls those early days and her move to Starcom in 2005 to head the agency\u2019s advance TV practice.<\/p>\n

In 2016, she left Starcom to start her own company which is a boutique addressable TV buying agency and an industry consultancy.\u00a0 \u00a0It is called Matter More Media<\/a>.<\/p>\n

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\u00a0 by new \u201cwalled gardens of data\u201d now in control of TV manufacturers.\u00a0 She shares her mantra: DATA MUST BE FREE.<\/p>\n

We also talks about measurement and the importance of understanding the impact of creative.<\/p>\n

A Personal Fight Against Cancer\u00a0<\/strong><\/p>\n

As many of you know, Tracey has been a brave advocate in the fight against pediatric cancer.\u00a0 Her older son Ryan went\u00a0 through several years of treatment from leukemia.\u00a0 Now sixteen, he is five years out from his treatment and living life as healthy 16-year old. So happy to hear!<\/p>\n

Tracy galvanized the media industry around non-profit she founded called TeamBrightSide<\/a>.\u00a0 Mostly funded by charity triathlon in Chicago, the organization has raised $1.5 million in research money.\u00a0\u00a0 A substantial amount has gone to the University of Chicago to research and track pediatric cancer<\/a>.<\/p>\n

Please join Tracey and TeamBrightSide team by joining the triathlon or by making a donation to:\u00a0 teambrightside.com<\/a><\/p>\n

Thanks Tracey for your leadership and inspiring bravery.<\/p>\n

Please subscribe<\/a>\u00a0to the #BeetCast on your favorite podcast service. The BeetCast is sponsored by\u00a0Tru Optik<\/a>, a TransUnion company.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

he I am delighted to welcome my dear friend Tracey Scheppach to this episode of the #BeetCast. I call her the \u201cmother of addressable TV\u201d. Well, she didn\u2019t 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 […]<\/p>\n","protected":false},"author":5,"featured_media":73155,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8532],"tags":[4819,5885],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/73147"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=73147"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/73147\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/73155"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=73147"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=73147"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=73147"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}