SVP of US Media Partnerships at Paramount Advertising
Scheppach is known as a foundational architect of the addressable and programmatic TV advertising ecosystem, having championed data-driven television buying from the agency side before the industry widely adopted it. She is regarded as one of the most influential educators and evangelists for advanced TV advertising over the past two decades.
Last updated Feb 27, 2026 by AI Enrichment
Tracey Scheppach is one of the most recognized pioneers in advanced television advertising, widely credited with helping define and scale the addressable and programmatic TV ecosystem long before it became mainstream. She is best known for co-founding Matter More Media, a consultancy dedicated to advancing precision video advertising, and for her influential tenure at Publicis Media (VivaKi and Starcom MediaVest Group), where she served as a leading voice on TV innovation and helped shape how major agencies approached data-driven television buying. Her work has consistently focused on making television advertising smarter, more measurable, and more accountable to advertisers. Scheppach spent over a decade at Publicis-affiliated agencies, rising to roles including Chief Innovation Officer and EVP of Precision Video, where she championed addressable TV, audience-based buying, and the convergence of digital and linear television. She was instrumental in early industry efforts around addressable advertising standards and worked closely with MVPDs, networks, and technology vendors to build scalable programmatic TV infrastructure. Her thought leadership during this period helped educate the broader market on the potential of data-driven TV at a time when the concept was nascent. In her current role as SVP of US Media Partnerships at Paramount Advertising, Scheppach leads programmatic and data partnerships, driving Paramount's strategy across connected TV, streaming, and premium video inventory. She works at the intersection of supply, technology, and demand — partnering with DSPs, agencies, and data providers to ensure Paramount's inventory is accessible and optimized within automated buying environments. Her career arc — from agency innovator to independent consultant to major media seller — gives her a rare 360-degree perspective on the advanced TV marketplace.
Matter More Media (2017-2022)
VivaKi / Publicis Media (2010-2017)
Starcom MediaVest Group (2005-2010)