Boon Yap serves Standard Media Index (SMI) as its 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 has nearly 20 years of experience working within all sectors of media including data, digital, mobile, social, and TV. Prior to SMI, Yap served as director of partner success at TiVo Research, where he helped create and scale some of the larger data partnerships with companies like Oracle, LiveRamp, Cardlytics, The Trade Desk, and Quantcast. In his MPG and IPG agency days, Yap spearheaded ground-breaking, and award-winning, investment strategies for companies like Volkswagen, American Legacy, Orbitz, IAC brands, Fidelity Investments, Royal Caribbean, Olympus, Mass Mutual, and Wachovia Bank. He has also implemented SEO, digital, social, and web-architecture strategies for various entities.