Brands Learn to Scale Campaign Execution with Ad Automation

In 2023, everyone is being challenged to do more with less. Budget cuts and external pressures have caused nearly half of U.S. brands to freeze or reduce media spending in the past year, but still, the demands for results put on marketers have never been greater. In response, many brands and publishers are seeking new strategies, like ad automation, to increase efficiencies and move ahead of the competition without increasing ad spend.

For Jay Kulkarni, CEO and founder of Theorem, a digital marketing solutions provider, the answer is clear. Kulkarni is one of a growing number of thought leaders encouraging the use of advertising optimization and automation as a way to modernize the traditional ad revenue model. Rather than relying on highly-manual processes and workflows, he believes brands should look at ad automation as a way to speed up order cycles and decrease errors.

“Efficiency has always been a good thing. Recession or not,” Kulkarni says. “When you increase efficiencies, brands can produce more campaigns. When you produce more campaigns, you generate more revenue. It becomes a win-win situation as advertisers appreciate the maximized brand exposure, and publishers appreciate the incremental revenue.” 

Automating traditional advertising models reduces order-to-cash process time, which means invoicing can happen more quickly. Faster revenue reconciliation means more cash-positive businesses and a faster ability for businesses to reinvest in new initiatives.

“The processes that are used to execute the production side of the business in brands that are leaning into ad monetization strategies rely heavily on manual interventions and outputs which almost always stifles the ability to scale,” Kulkarni says. “Teams can only manually output so much, and leaving the operational workloads on teams and individuals takes up a majority of their time and attention. This precludes them from focusing on bigger-picture elements of the business, like new ad monetization strategies and optimizations or enhanced account management solutions.”

To implement automation into their advertising routines, brands and publishers need to understand what elements of their existing processes are the most feasible for automation, and then transition those elements to be managed by AI or machine learning technology. That allows for scale, faster revenue recognition cycles, and optimization of current offerings to expand monetization strategies.

One way the ad industry is putting AI to work is by using generative AI tools, like ChatGPT and DALL-E. Not only can AI bots mimic human workflows in media campaigns, but they can also tap into first-party data from customers to generate insights in real-time. Already, brands are using AI to automate digital advertising’s “dirty jobs” — things like manually entering the same information across multiple platforms or typing information into a CRM or publisher ad serving system. 

Kulkarni believes it won’t be long before AI and ad automation become a natural part of the MarTech stack.

Kulkarni says AI could soon be utilized for ideation as well as content moderation. He says the utilization of automation tools to pull data sources into a CDP, analyze data, and implement hyper-personalization strategies will be critical to business growth.

“Too much time is spent on manually inputting data and it’s leading to errors that are ultimately hurting a business’s bottom line. Automation can curb those errors and free time for employees to focus on their own professional development and have a bigger contribution to their overall company,” Kulkarni says. “As we see more and more teams leveraging AI tools within their strategies we will see automation and AI play significant roles in marketing and campaign strategy and execution.”

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    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.

    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.


              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at

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              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

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              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at

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