Media Links
Dive into Theorem’s expert point of view on industry trends, best practices, and compelling research in the Media.
Unlocking growth through pre-sales in ad ops
September 29, 2025
For digital media professionals in advertising sales operations, optimizing pre-sales isn’t just process improvement, it’s a revenue imperative in an increasingly competitive and margin-sensitive market.
The Silent Decision-Makers: Tapping Into the Hidden Buying Journey
September 7, 2025
In order to focus efforts on the appropriate demographic, any successful marketing strategy must include a step to determine the target buyer. In fact, 39 percent of consumers now expect brands to speak directly to their needs
How Video Commerce is Reshaping Customer Engagement Far Beyond Social Media
August 13, 2025
Let’s face it, video is everywhere you look. With 87 percent of customers starting their product searches on e-commerce stores, the integration of interactive video content on product pages, landing pages, and throughout the online shopping experience is no longer a futuristic notion — it’s becoming a fundamental expectation. The narrative around video commerce often gets stuck in the social media scroll, a limited frame that obscures its far wider potential. While shoppable social feeds have their place, fixating on them means retailers are missing out on deeper customer connections and critical direct control over the purchase journey on their own platforms. It’s time to recognize video commerce for what it truly is: a smart evolution of online selling.
First-Party Data and Video Commerce Are Changing Everything in Advertising evan kirstel 117 K suscriptores Suscribirme 0
July 31, 2025
What happens when ad tech meets automation and first-party data strategy? Something revolutionary. Jay Kulkarni Founder & CEO of Theorem Inc takes us on a fascinating journey through the evolving advertising technology landscape, revealing how content and commerce companies are navigating an increasingly competitive marketplace. Since 2002, Theorem has been helping major players like iHeart, Roku, and SiriusXM streamline their campaign setup and revenue recognition processes – critical capabilities as retail media networks join traditional publishers in the battle for advertising dollars.
Building Lasting
Business Value in the Age of AI
July 21, 2025
What if you could transform your business by embracing cutting-edge technology and innovation? Join us for an eye-opening conversation with Jay Kulkarni, CEO of Theorem, who shares his remarkable journey of adapting to the fast-paced world of digital innovation. With over two decades of experience, Jay provides a masterclass in future-proofing your business, diving into the pivotal role of automation and AI in redefining business models for long-term success. From the revolutionary solution Upward to the intricacies of video commerce, discover how technology can streamline operations and create lasting value.
Why custom solutions are the smart AI investment
July 15, 2024
By embracing a tailored approach, media executives can accelerate AI adoption with purpose-built solutions that deliver immediate value and growth.
What revenue leaders gain from ad ops automation
July 14, 2025
The centralized data and real-time insights offered by ad ops automation give revenue leaders the agility to drive smarter, faster growth.
Leading From The C-Suite: Jay Kulkarni Of Theorem On Five Things You Need To Be A Highly Effective C-Suite Executive
July 10, 2025
Next is market acumen and foresight. An effective C-suite leader needs to “read the tea leaves” — anticipating where the market is headed. This demands constant learning and challenging old ideas. Our foresight, for instance, helped us spot the automation trend and build “Upward,” our future-proof offering, before others.
The tactical wins that follow automation in ad ops
March 31, 2025
The first phase of automation fixes the process. The next phase transforms how Ad Operations teams think, work, and lead
Automating ad operations: turning doers into revenue drivers
August 26, 2024
Automation isn’t simply about streamlining processes, to be most effective, it means reimagining the roles within ad operations
How automation harmonizes tech-enabled creatives and ad ops
June 10, 2024
Automation solutions organizations can strategically synchronize right-brain creativity with left-brain operational efficiency in publishing.
What publishers need to know about the media automation journey
November 13, 2023
The media landscape has undergone rapid transformation over the last decade. However, there are areas that are primed for fast-paced evolution. Take ad operations, for example. To date, advertising workflows are still heavily manual, relying on humans to fulfill day-to-day tasks such as audience targeting, campaign set-up, optimization and data analysis. These tasks are tedious, time-consuming and often lead to human error. Legacy methodologies that worked in the past no longer serve today’s modern digital media players. To streamline workflow and maximize revenue, publishers need to make updates to existing processes, and the solution lies in automation.
Surprising revenue opportunities offered by automating Ad Ops
August 28, 2023
Ad operations (ad ops) involves a complex number of tasks relating to the execution of online advertising campaigns. With the global digital advertising market expected to hit $185.17B this year, the industry is increasingly competitive at a time of reduced consumer spending and economic uncertainty. This boom in digital advertising can be attributed to the ever-increasing consumer demand for online content and the rise of online shopping. With that in mind, companies using automation to streamline processes and supplement the work of ad ops teams could see an increase in revenue
Technology moves fast. Automation helps publishers keep up
March 22, 2023
Technology is an essential tool for enabling efficiency in today’s fast-paced media landscape. This is especially true of new media platforms—including retail media networks, connected TV (CTV), and streaming services—whose rapid growth has left publishers with little time to reevaluate and optimize their ad monetization processes. Most of these platforms are utilizing legacy ad ops processes as a result, the majority of which are highly manual and not suited for the pace of digital media.
Ad-supported streaming offers opportunities for media brands
December 5, 2022
As the fight for attention and viewership intensifies, more media companies have diversified their strategies to include ad-supported models. This allows them to scale their advertising offerings and capabilities within the OTT streaming category.
The benefits of automating order-to-cash processes for publishers
August 19, 2022
Order-to-Cash (OTC) processes are critical to many businesses as they define the internal process to take product or service orders from the initial request all the way through the revenue recognition stage. The complexities within these processes can be vast and create challenges in terms of scalability both in the short-term and long-term. This is most prevalent in industries like publishing, media, and entertainment and streaming that rely on their OTC processes to execute and grow their ad monetization strategies to increase revenues for their business.
Struggling to implement advertising automation? Here are three critical factors
February 21, 2022
Across the publishing, media and streaming industries, ad supported revenue models remain a central source of income, despite the growing popularity of subscription models. As we look to the future, we know that ad supported revenue models are here to stay, but to remain profitable and scalable they must evolve. Automation offers the ability to optimize processes and future-proof these models at scale. But implementation can be challenging for organizations that have long standing manual processes tied to revenue models.
Three trends that will transform media operations and advertising in 2022
December 6, 2021
Residual effects of the pandemic on consumers are driving many trends within the advertising and media operations industry. For companies with an advertising revenue stream, it is critical to evolve with these trends in order to better serve advertisers and prepare for 2022 and beyond.
How dynamic creative optimization delivers advertising results
August 18, 2021
Today’s online consumers expect ads to show them what they want, when they want it. An overwhelming 80% of shoppers say they’re more likely to make a purchase when a brand offers a personalized experience, while 70% say they’re more loyal to companies that demonstrate a clear understanding of their personal needs. So it’s not surprising that personalization has become a must for digital marketers.
Automating O2C processes will resolve pain points and ensure scalability
March 16, 2021
From a 10,000-foot view, order-to-cash (O2C) is a seemingly simple process. However, the O2C cycle causes pain points across a number of business in various industries — notably in the media marketing and publishing industries. Orders are received, processed, sent through billing, and revenue is recognized. But anyone using order-to-cash in their business workflow will tell you that it’s much more complicated than it seems. This is particularly true in the digital age
Focus on the future for a successful automation journey
December 16, 2020
The automation of repeatable and scalable processes, especially marketing processes, has become a competitive imperative for all brands and business. A dramatic drop in costs, combined with increasing access to technologies that underpin access to content and shopping, allows an increasing number of customers to use different channels and devices to make buying decisions. And for sellers, the ability to acquire new audiences while retaining and communicating with existing customers has enhanced the customer experience. It also permits insights to evolve rapidly.
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