Tracey Scheppach leads the addressable advertising practice for Starcom MediaVest Group (SMG) clients including General Motors, Procter & Gamble and Hallmark. As SVP/Innovations Director at Starcom MediaVest Group, she heads the agency's Emerging Media Center of Excellence and shepherds client investment activities encompassing digital, emerging video media. Further, she acts as the agency's ambassador to the emerging video community, having set up pioneering partnerships with companies like INVIDI, Comcast, TiVo, TNS and more. Scheppach led the team that conducted the first household addressable test in 2006, which has since expanded to multiple market.