December Round-up: Why VET Matters, Our Flashtalking Partnership, Global Founder of the Year Honor, SmartCEO Corporate Culture Award & More

Happy New Year! As we gear up for a turbo-charged 2017, it’s the perfect time to reflect on December of 2016. 

For starters, Tapad’s Data Scientists discussed the importance of Viewable exposure Time (VET) and why it matters. VET indicates the number of seconds a customer has actually engaged with media, as opposed to exposure frequency and is a fundamental aspect in analyzing media performance. In order to understand the importance of VET, Tapad performed scientific research using a large scale of 31 campaigns, containing 144M impressions, across multiple verticals and creatives to avoid biases. As a result of the experiment, we saw that for a given impression count, users convert at a significantly higher rate with high VET vs average and low VET. To learn more about VET, check out Rethinking Viewability for Brands and Tapad Introduces New Cross-Device Optimization Metric, Viewable Exposure Time (VET).

In December we also debuted a partnership with Flashtalking, a global independent platform for ad delivery, unification and insights. We did this in order to achieve successful cross-device attribution for mobile and desktop for Monarch Airlines. As a result of analyzing their cross-device customer journey, Monarch Airlines is now able to measure and optimize media investments and saw a 35% increase in returns on investment. 

In other news, Are Traasdahl, Tapad’s CEO and founder, was named Founder of the Year by the Global Startup Awards. This award recognizes an individual that has pushed the boundaries of technology to empower new innovations and ideas. The award is determined by the startup ecosystem through nomination, voting and jury evaluation. "Are is a force of nature and his creativity and passion know no boundaries, it seems," said George Tilesch, Global Startup Awards juror and U.S. managing partner of Innomine Group. "Extra kudos for the mentoring work and the Norwegian superfund plans. Are knows giving back is of the utmost importance."

Lastly, we were thrilled to end 2016 with a bang! For the second year in a row, Tapad was honored with a SmartCEO Corporate Culture Award. The 2016 Smart CEO’s Corporate Culture Awards honors companies that foster a creative, collaborative workplace culture that enhances performance and drives growth. Tapad’s positive and productive office culture reflects our employees’ high morale and ability to ‘work smart and play hard.’ It is a great honor for us to be included alongside companies in NYC whose smart leaders also understand that a company’s culture is their greatest asset. Winners are selected by an independent committee of local business leaders, profiled in SmartCEO magazine. Check out all winning digital profiles.

Media Coverage:

Take a look at some of the coverage we received in December below. Be sure to check out’s In The News and Press Releases for more.


In December, Tapad participated in events on several continents. From North America to Europe Team Tapad never shied away from our industry’s most reputable and outstanding events. View our December event highlights below and check out our Industry Events & More page to see where you can connect with us next. 

We are gearing up for an amazing month of January with events like CES, Las Vegas (1/5-8), Auto Prom - NAIAS Charity Preview Detroit, IAB Annual Leadership Meeting Hollywood, FL. Being a sponsor at Ad Exchanger's Industry Preview is our highlight of the month. Come join us!

Happy January, all!

As always, thank you for your continued support; whether it’s deals or awards, we couldn’t do it without you! More soon, so please stay tuned.

Interested in joining a team that works smart, plays hard and drives real tech change? Connect with us at and let’s chat about why you’ll love working at Tapad.