FORT LAUDERDALE — The industry talks a good game about using data from addressable TV sets to target TV ads at household level. But Tracey Scheppach has been knocking at that door for the last 13 years.
Scheppach, EVP, who leads innovation at Starcom MediaVest Group and who leads VivaKi’s The Pool initiative, says TV operators hold the key – and they’re not handing it over, leaving marketers to base campaigns off measurement agency approximations instead.
“The problem is, we’re stuck on respondent-level (viewer) data for television,” she says.
“If you want to have a true TV revolution… a way to monetize that inventory at a higher rate, it requires data. Operators are pulling back 100m households of data – they’re sitting on it.
“There is nobody on the buy side that has gotten access to non-aggregated (set-top box) data.”
She was interviewed by Furious Corp founder and CEO Ashley J. Swartz at Beet.TV’s annual executive retreat.