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Standard Media Index (SMI), the company providing the most complete and accurate picture of real advertising cost and spend data, today announced the addition of Boon Yap to its leadership team. Yap will serve as the company’s first-ever vice president of product and partnerships, responsible for creating strategic relationships with a focus on market research companies, and developing attribution products that help brands better direct their advertising expenditure.
Yap’s hire is an important part of the company’s evolution into creating a suite of added value services that help media owners, agencies and brands drive improved outcomes through harnessing SMI’s unique advertising expenditure data. Earlier this month, SMI took its first step toward this commitment with the release of AccuTV, the most accurate and comprehensive view of National US TV ad spend available today.
“Our mission is to help companies around the world better understand advertising and media effectiveness so they can make the most informed decisions possible. This is especially important in an era where transparency and accuracy is so critical to publishers, agencies and brands,” said James Fennessy CEO of Standard Media Index. “When you set lofty goals, it’s important to surround yourself with the best people. That’s exactly why we’ve brought Boon on. He has unrivaled experience developing partnerships with the leading players in market research and understands as well as anyone how the ad market is evolving. As we enter this period of rapid growth, we are very lucky to have Boon help us define the products and services that will help our clients drive a better outcome from their advertising efforts.”
The addition of Yap and the release of AccuTV come at a pivotal time for SMI. Over the last six months, the company has invested extensively in talent including the addition of Nicole Florit as vice president of finance and administration, and the promotion of Priya Singh to the role of vice president of strategy and analytics. SMI has also developed key partnerships with leading market research companies in CPG, Auto, Financial Services and Retail and will soon be accessing set top box data.
“I have been immensely impressed by James and the whole SMI team. Through AccuTV the company is addressing a long-sought-after, and elusive, solution in the TV realm – real and accurate price benchmarking,” said Yap. “As someone who knows first-hand the frustration of not having accurate information, I’m thrilled to join the team that is making this happen. I look forward to assisting in the evolution of SMI and working toward a full suite of products including ones geared toward digital and data/automated ecosystems, as well as helping to create practical, relatable, and 1:1 attribution models.”
Yap comes to SMI with nearly twenty years of experience working within all sectors of media including data, digital, mobile, social, and TV. Most recently, Yap served as director of partner success at TiVo Research, where he created and scaled some of the largest partnerships in TiVo history with companies like Oracle, LiveRamp, Cardlytics and Quantcast. Before his time with TiVo, Yap was a consultant for companies like TripAdvisor and IAC brands. He also helped implement SEO, digital, Social, and web-architecture strategies for various entities. Earlier in his career, Boon worked with the Havas (MPG) team involved in the ground-breaking and award-winning Volkswagen and American Legacy campaigns.