New Business Bulletin: ShowHeroes, Quantum Metric, Wavemaker UK and more

ShowHeroes, specialists in sustainable digital advertising, proudly announces its Green Media Product (GMP) for ConnectedTV, powered by Scope3, a pioneer in carbon data solutions for the advertising and media industry. This innovative initiative underscores ShowHeroes’ commitment to reducing the environmental impact of its video and display campaigns for CTV within the digital advertising industry. A notable achievement of this partnership has been the integration of carbon emissions data measurement, now available in ShowHeroes’ ConnectedTV (CTV) campaigns. Not only are CO₂ emissions calculated and compensated, but these packages are low-emission by design and align with Scope3’s Green Media standards. At the forefront of this transformative journey is ShowHeroes’ CTV Innovation Team, which has seamlessly woven all of the company’s solutions into a compelling and distinctive offering.

Quantum Metric, the customer-driven digital analytics platform, has announced the findings of its 2023 Inflation Habits Report which surveyed digital leaders in industries including retail, travel, hospitality, financial services, insurance, healthcare, gambling and telecommunications in the United States and the United Kingdom at the VP level or above. The report reveals that amid changing customer behaviour and digital investments, business executives will continue to offer more discounts and deals to shoppers to combat how inflation has impacted consumer spending.  

Plant-based pioneer Alpro has partnered with Wavemaker UK and Tesco-owned customer data science company Dunnhumby, on “Alpro-licious”, a retail media strategy set to reach around six million shoppers with its various alternative dairy products. As the category becomes increasingly competitive, the campaign will allow the brand, owned by FMCG giant, Danone, to target precise audiences, identified as potential customers, with personalised product creative and taglines. From creamy oat milk in cereal to nutty almond milk in coffee, the ad demonstrates the various ways customers can make their breakfast “Alpro-licious”. The ad will run across multiple channels including ITVX, Meta, DV360 and placements on Tesco’s own website. Additionally, the creative will also feature on the handsets of Tesco’s brand new “Scan as you Shop” format, prompting customers of the products available when in-store. “Alpro-licious” will run until the end of October. As well as working with Tesco Media and Insight Platform to find audiences that are warm to Alpro, but not existing frequent buyers, Wavemaker were also responsible for creating a bespoke sales uplift methodology to measure the results. This includes – individual channel contribution to sales, the multiplier effect of different channels working together, engagement with the personalised creative, and finally, identifying where Alpro is winning new customers to the brand. 

Teads, the global media platform, has signed a partnership deal with LGBTQ+ lifestyle publisher Attitude. As a supplier to the world’s most premium publishers and content creators, Teads’ exclusive partnership with Attitude expands on the platform’s focus rooted in providing high-quality media with access to diverse and direct inventory. Ensuring brands with curated audiences to deliver accuracy at scale and a clean supply path, Teads’ targeting solutions and top position in SPO drive optimal revenue for its exclusive publisher partners. Attitude joins a growing number of publishers that have signed exclusive partnerships with Teads, which reaches more than 1.9 billion people across the globe every month and 50.6 million in the UK (approximately 89% of UK internet users). For brands and advertisers, it means Teads facilitates access to quality, brand-safe environments with some of the most respected media brands. This partnership will see Teads become the sole provider of outstream video formats to Attitude in the UK, USA, Canada, and Australia, whilst allowing the publisher to leverage Teads’ full-funnel suite of bespoke ad formats.

Theorem Inc., a full-service flexible digital marketing and tech solutions provider, is launching its proprietary new automation solution called Upward, which transforms ad operations by making common pain points – including make-goods – obsolete. Upward enables organizations to scale ad operations workflows via tailored automation technology to accelerate revenue and remain competitive within the marketplace. With two decades of experience working with top media companies such as Hearst, The New York Times, Condé Nast and Advance Theorem has deep institutional knowledge of the operations process and technology that generates revenue for ad-supported businesses. Theorem’s expertise inspired a solution that solves the most common challenges media companies experience with ad ops and extracts revenue from their advertising businesses. Upward is a customizable white-glove solution that enhances the ad operation process by speeding up order cycles, eliminating make-goods, automating manual processes; and changing workforce dynamic to focus on creative production, business development and strategic thinking. Upward streamlines existing ad ops processes and establishes consistencies across the business. The solution enables automation of advertising operations across the order-to-cash process including trafficking, reporting, brand safety and campaign management. With Upward, companies can scale seamlessly and drive more revenue with less reliance on continuous staffing. 

The Independent is extending its commitment to new, live music as it returns as exclusive news partner to The Great Escape. It comes as the festival announces the line-up for this year’s FIRST FIFTY live launch gigs, showcasing a selection of the first fifty artists announced to play at next year’s festival. The FIRST FIFTY live launch on 15 November will see some of the world’s freshest and most promising emerging artists take to the stage across eight venues in east London ahead of their festival appearances next year. Tickets for each FIRST FIFTY gig start from £7 and are available to purchase here. The collaboration means The Independent’s readers will continue to get exclusive behind-the-scenes access and reports from the festival for new music. The Independent will present an evening of groundbreaking music at MOTH Club with performances from Birmingham’s electro-punk duo Big Special, the genre-bending King Isis and punk-influenced Canadians, Mock Media. The Great Escape 2024 will host over 450 up-and-coming artists and hotly tipped talent across 35+ walkable venues, alongside the music industry-led TGE conference, kicking off the 2024 festival season from 15 – 18 May 2024 in Brighton, England. Tickets for The Great Escape festival start from £89.25 and are on sale here.

ABBYY, specialists in intelligent automation, joins the Arsenal family becoming the Official Intelligent Automation Partner of Arsenal Women. ABBYY and Arsenal are both recognised leaders in their fields redefining what it takes to change the game through continuous innovation and commitment to excellence. The partnership will leverage the power of artificial intelligence to deliver outstanding experiences to Arsenal supporters globally and make a positive impact in the community. As the Official Intelligent Automation Partner of Arsenal Women, ABBYY will continue to work together with Arsenal to implement AI solutions across the club to streamline and optimise tasks such as document processing. ABBYY and Arsenal Women will collaborate on sport, social and education programmes focused on technology education, career development, and positively impacting the lives of young people in local communities. They will also partner on a global campaign, “Game Changers,” to demonstrate what is possible when you redefine the future through innovation, collaboration, and grit. Additionally, ABBYY will be Arsenal Women’s Match Day Presenting Partner and have a visual presence at Arsenal Women’s fixtures at Emirates Stadium and Meadow Park. 

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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

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              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.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              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

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at

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