TAP was back for the third year in a row on Thursday, September 28th at New World Stages in New York City. Attendees spent the day learning how the best brands are capturing users' delight, intent, and attention on mobile. 

Thank you for joining us, check out the highlights below.

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Highlights from TAP 2017



September 28, 2017

New York City, NY


Focus on TAPs, not clicks.  

TAP returned for its third year to bring together the brightest minds in mobile. Attendees learn how the best brands are capturing users’ delight, intent, and attention on mobile.

Despite mobile spending reaching an all-time high, topping $22.7 Billion in Q4 2016, an increase of 45% YOY, conversions on mobile are still more than 3 times lower than desktop. We'll spend the day exploring how some of the world's top businesses have connected and converted customers on mobile.



We had conversations with a distinguished group of mobile leaders at TAP. Check back soon for video footage!


Sarah Personette
VP of Global Marketing,

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Baxter Box
CEO, RewardStyle  


Neil Vogel
CEO, Dotdash


Nicole Harris
COO, Slyce


 Scott Belsky
Investor & Entrepreneur


Philip Krim
CEO, Casper


Michael Jaconi
CEO & Co-Founder, Button


Ben Mills
Head of Product, Venmo


Chieh Huang
CEO, Boxed


Mohammad Hashemi
Director of Product, Shopify


Jarrod Dicker
VP of Innovation and Strategy, Washington Post


Jon Kaplan
Global Head of Partnerships, Pinterest

Luke Chatelain
VP of Innovation, West Elm


Nilla Ali
Affiliate Commerce Lead, BuzzFeed


Marshall Porter
President, Spring


Bill Demas
CEO, Shopkick

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Polina Marinova
Associate Editor, Fortune


Robert Glazer  
CEO, Acceleration Partners   


Brian Braiker  
Editor, Ad Age  


Serge Kassardjian
Global BD Head (Android), Google


Sara O'Brien
Reporter, CNNMoney


Dan Frommer
Editor in Chief, Recode

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Kyle O'Brien
Reporter, The Drum


Dakota Smith
Head of Growth, Hopper

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Ben Leventhal
Co-Founder and CEO, Resy

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Bryan Leach
CEO, Ibotta


Amit Patel
CEO, Ebates


Talia Halperin
General Manager of Commerce, Tasty


Camille Hearst
CEO, Kit


Chris Maddern
Co-Founder, Button


Lukas Alpert
Media Reporter, WSJ


Susanne Greenfield
VP of Corporate Development, Priceline


Mark Bergen
Reporter, Bloomberg

Ryan Scott
CMO, Slice


Lauren Picasso
Director of Marketing, Jet

Corinne Julius
Sr. Affiliate Manager


Jake McGraw


Michael Shields
Advertising Editor, Business Insider

Alex Konrad
Staff Writer, Forbes


David Perpich
GM, The Wirecutter (NYT)


Keith Posehn
Head of Affiliate Marketing, Uber


Chris Stang
CEO, The Infatuation

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Michael Katz
CEO, mParticle

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Jack Jia
CEO, Musely




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At the center of the cultural and economic capital of the world, New World Stages is the perfect location for TAP. This unique venue provides an appropriate backdrop for our forward thinking conference and attendees.  

340 West 50th Street, New York, NY, 10019




8:30 AM

Registration & Coffee

9:05 AM

Fireside Chat with Philip Krim, Casper

As CEO, Philip leads Casper’s comprehensive business strategy, expansion, and vision for the future. He drives Casper’s goal of becoming the first end-to-end sleep brand. Philip and his co-founders recognized a paradox in 2014 — a generation of entrepreneurs and working professionals who were placing increasing value on their health and fitness were neglecting sleep. Casper is now reimagining the sleep industry from the ground up.


9:30 AM

Mobile Travel & Local: The Best Strategies For Small Screens

Mobile has completely shifted the way most industries operate and the travel and local sectors are no exception. The widespread consumer adoption of mobile has shifted the way in which companies prioritize and strategize. From new acquisition channels to innovative user engagement campaigns — our panelists will tell us what mobile growth strategies they’ve seen work in the travel and local space.

Moderated By
Dan Frommer, Recode

Chris Stang, The Infatuation
Susanne Greenfield, Priceline
Dakota Smith, Hopper
Ben Leventhal, Resy


9:55 AM

The Road to 2020: How the Shift to Mobile will Pave the Way

As Vice President of Facebook’s Global Business Marketing team, Sarah Personette sets the course for how the advertising community can best leverage Facebook’s apps and services in a mobile-first environment. In this role, Sarah is responsible for providing clients with innovative and effective marketing solutions for their businesses.



10:20 AM

Coffee Break


10:45 AM

Fireside Chat with Jon Kaplan, Pinterest

Jon Kaplan is the head of global partnerships at Pinterest, where he oversees all aspects of the company’s global partnerships and operations organization. Before Pinterest, Jon spent 12 years at Google, most recently serving as vice president of U.S. sales, where he was responsible for search, display, YouTube and DoubleClick programmatic solutions across a range of industries. 


11:10 AM

Fireside Chat with Baxter Box, RewardStyle

Baxter Box launched his career as an engineer and tech investor before creating rewardStyle with his now-wife, Amber Venz Box, in 2011. rewardStyle is the market leader and innovator in influencer marketing and social commerce. In 2014, Box launched, a patented technology that makes it possible for consumers to shop influencer images on Instagram and earlier this year, his team launched the app, allowing consumers to shop their screenshots from anywhere across the mobile web. By the end of 2018, will be responsible for more than half of all sales that are driven through the rewardStyle channel. Box grew rewardStyle from a team of three to nearly 250 team members, who operate from the company's 8 global offices. Today, 4,000 retailers and 16,000 influencers use rewardStyle's invitation-only platform to fuel their online businesses.


11:40 AM

Keynote by Chieh Huang, Boxed

Chieh Huang is Co-Founder and CEO of Boxed, a company that is disrupting the wholesale shopping club experience by enabling you to shop for bulk-sized items online or via mobile app and have them delivered directly to your door. Founded by Huang and three others in 2013, Forbes Magazine recently named Boxed one of the next “billion dollar startups.” 


12:05 PM

What's Next in Mobile Commerce

With less traditional commerce businesses emerging, this panel will dive into the question that’s on most people’s minds: What’s next in mobile commerce? With in card commerce, hosted storefronts, VR, and voice as an interface -- it can seem like a cluttered space. But, we’re here to sift through the noise to learn which of the newest innovations are most effective.

Moderated By
Alex Konrad, Forbes

Luke Chatelain, West Elm
Marshall Porter, Spring
Talia Halperin, Tasty
Serge Kassardjian, Google


12:30 PM

Lunch Break


1:25 PM

Fireside Chat with Neil Vogel, Dotdash

Before joining Dotdash as CEO, Neil was the Founder and CEO of Recognition Media, a creator and producer of award shows and media properties for digital, creative, and advertising communities including the Webby Awards, Internet Week NY and Europe, the daily email, and The Telly Awards.


1:50 PM

Keynote From Michael Jaconi, Button

Michael Jaconi is the Co-Founder and CEO of Button, the world’s leading mobile partnership platform. Jaconi formerly served as the CEO of Rakuten Loyalty and Executive Officer of parent company Rakuten. Michael helped build Rakuten Loyalty from a fledgling state to a multi-million dollar business in less than two years and led Rakuten’s $100M investment in Pinterest, helping bolster Rakuten’s position as one of the most innovative and aggressive global internet companies.


2:15 PM

Product Design: Mobile Buying with Ease

Often times on mobile, checkout flows are clunky — requiring hundreds of taps to complete a purchase, resulting in low conversion rates. This panel will explore the ways in which leading brands have optimized their business from a product perspective. Whether it’s through innovations like Shopify’s Buy Button to Venmo’s expansion to the B2B space, this panel will hit on the latest product innovations to promote a user friendly shopping experience.


2:40 PM

Fireside Chat with Scott Belsky

Moderated By
Mike Katz, mParticle

Ben Mills, Venmo
Mohammad Hashemi, Shopify Camille Hearst, Kit
Nilla Ali, BuzzFeed

Scott Belsky is an entrepreneur, author, and early-stage investor best known for co-creating Behance, Inc. He served as CEO until Adobe acquired Behance in 2012. After the acquisition, Scott served as Adobe's Vice President of Products, rebooting Adobe's mobile product and marketplace strategies and leading Behance until 2016. Today, Scott actively advises and invests in businesses that cross the intersection of technology and design, and help empower people.  He is a Venture Partner with Benchmark, and is an early advisor and investor in Pinterest, Uber, sweetgreen, Cheddar, and Periscope as well as several others in the early stages. 


3:05 PM

Scaling Mobile Growth Strategies

Growth decisions, strategies, and execution can make or break a company’s success in this fast paced market. From betting it all on a specific channel or category, to spreading across traditional, digital, and mobile solutions -- in this session, panelists from industry leading companies will deep dive into what they’ve seen work, when  leading a mobile growth strategy.

Moderated By
Mark Bergen, Bloomberg

Lauren Picasso, Jet
Corinne Julius, Etsy
Keith Posehn, Uber
Ryan Scott, Slice


3:30 PM

Coffee Break


3:55 PM

The Next Wave In Publisher Mobile Revenue

Nearly 90 percent of ad spending growth is concentrated into Google and Facebook, leaving publishers with only 10% of spend up for grabs. It’s time to look beyond advertising as the primary mobile revenue channel to solutions like The Wire Cutter's content + commerce strategy. This panel will explore the unique and effective ways publishers are executing to monetize their content on mobile while creating an even better user experience.

Moderated By
Lukas Alpert,  Wall Street Journal

David Perpich, The New York Times
Jake Mcgraw, ATTN:
Jarrod Dicker, The Washington Post
Jack Jia, Musely



4:20 PM

How Loyalty Drives Mobile Shopping Behavior

There’s nothing more valuable than a loyal user -- and it’s no surprise that loyalty companies like Shopkick are some the best channels to acquire mobile customers that spend more, frequently. This panel will dive into the ways in which businesses partner on mobile, with one efficiently monetizing their content, and the other efficiently acquiring new users through the highest converting flows.   

Moderated By
Kyle O'Brien, The Drum

Nicole Harris, Slyce
Bill Demas, Shopkick
Robert Glazer, Acceleration Partners
Amit Patel, Ebates


4:45 PM

Maximizing Mobile Commerce by Bryan Leach, Ibotta

Ibotta is the leader in offline performance-based mobile marketing, delivering interactive media content to smartphone savvy shoppers. With Ibotta, users are able to engage with the brand, unlock savings offers at their favorite stores, and earn cash back for making qualifying in-store purchases.

CEO Bryan Leach will share his vision for Ibotta and the industry going forward.

5:15 PM

Happy Hour

Presented By Button

Button connects the mobile economy, making it easy for consumers to discover and purchase what they want, when they want it - with the tap of a Button. The company provides the easiest way for mobile brands to connect with one another, facilitating discovery and transaction among consumers with a contextually-relevant experience. Current partners on the platform feature industry leaders such as Uber, Condé Nast, OpenTable,, Foursquare, and more.

The company was founded in 2014 and is based in New York City. Button has raised more than $34 million in seed, Series A, and Series B funding from Norwest Venture Partners, Redpoint Ventures, Greycroft Partners, DCM Ventures, Accomplice Ventures, VaynerRSE and others.