Tracey Scheppach — CEO & Founder at Matter More Media

Tracey Scheppach, a highly respected veteran in the television advertising industry, founded Matter More Media and serves as its CEO. Scheppach previously held senior leadership roles at major media agencies, most notably as EVP and Precision Video Lead at VivaKi and later as a key executive at Publicis Media, where she was instrumental in pioneering addressable and advanced TV advertising strategies. Her founding of Matter More Media represents a significant entrepreneurial move to build a consultancy and solutions firm focused on addressable TV and advanced television advertising. Matter More Media was established to help brands, agencies, and media companies navigate the rapidly evolving landscape of addressable television. The firm focuses on educating the market, developing strategies, and driving adoption of data-driven TV advertising solutions. Scheppach has been a long-standing advocate for addressable TV and has worked with industry bodies such as the Advanced Advertising Alliance and VAB to push standards and adoption forward. This leadership move is significant because it reflects the growing importance of independent advisory and consultancy voices in the CTV and addressable TV space. As a founder-led boutique firm, Matter More Media fills a gap in the market by providing specialized expertise that large holding companies may not offer with the same depth of focus, particularly as the industry grapples with fragmentation, measurement challenges, and the convergence of linear and streaming TV.

Scheppach's establishment of Matter More Media underscores the broader industry trend of experienced AdTech and advanced TV executives launching independent ventures to capitalize on the explosive growth of connected TV and addressable advertising. Her deep relationships across broadcasters, MVPDs, agencies, and technology vendors position Matter More Media as an influential voice in shaping how addressable TV is bought, sold, and measured. The firm's work contributes to accelerating industry education and standardization efforts, which are critical barriers to wider addressable TV adoption. Competitively, her independence allows her to work across the ecosystem without the conflicts of interest inherent in large agency holding companies, potentially making her a trusted neutral advisor. This also signals a maturation of the CTV/addressable TV segment, where specialized consultancies are now viable and in demand, reflecting the complexity and strategic importance brands place on advanced TV investments.