Theorem Launches Upward, an Advanced Automation Solution that Transforms Media Companies Ability to Scale Operations Effectively

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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, Cond Nast and Advance, Theorem has deep institutional knowledge of the operations process and technology that generates revenue for ad-supported businesses. Theorems 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.

Nine Digital has been working with Theorem for a decade, and its their teams expertise and innovation that have driven our longstanding partnership. Theorems approach to the challenges presented by the current ad ops process have been highly effective, and the codification of these processes with Upward has high potential of having far-reaching impacts on the media industry, said Goran Tatomirovic, Digital Operations and Partnership Lead at Nine Digital. We are excited to continue to collaborate with Theorem and implement Upward as a solution across our clientbase.

Theorem recently released a research report, in collaboration with global insights and strategy agency Hypothesis Group, that uncovers key findings around time savings that automation affords.

  • 4 in 5 respondents have a positive view on automation;

  • 90% of respondents state they were open to their roles evolving as a result of automation;

  • 87% of ad operations professionals agree that automation can make their organization more profitable;

  • 86% of respondents state that automation would modernize their organization; and

  • 83% of respondents agree that automation would make their team more productive.

Our mission is to revolutionize ad operations and promote the role of automation in increasing business profitability, said Jay Kulkarni, founder and CEO, Theorem. Our role as a strategic partner to media companies is to drive change and enhance efficiencies across their organizations. Outside of revenue growth, the impact Upward and automation is having on teams is exciting. AdOps professionals are inspired by the opportunities to grow their careers in new ways. Teams now can focus on proactivity, building stronger relationships, client growth and satisfaction, team empowerment, as well as greater productivity and cost efficiencies.

Upward is ISO certified and adheres to the top data privacy and security practices. With safety of client intellectual property at the forefront of the process, Theorem combines the technical know-how with business outcomes, engaging with IT teams early and often throughout the automation onboarding process to ensure transparency, efficiency and quality of service.

About Theorem

Founded in 2002, Theorem provides end-to-end agile digital marketing services for some of the world's leading brands. With a mission of humanizing technology by delivering innovative solutions that empower businesses to drive sustainable growth, Theorem takes legacy services and pivots these approaches to develop future-proof, modern marketing solutions for clients and partners. Creating end-to-end solutions designed to solve client challenges, through extensive knowledge of digital marketing technology and strategies. Theorem is pioneering the future of full-service flexible marketing solutions. Theorems expertise saves their clients time, reduces their costs and increases their revenue. For more information, visit

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