Theorem Announces New APAC Lead and Office Expansion

on February 24, 2017


CHATHAM, NJ — Theorem, a digital media and marketing automation provider, today announced its expansion in the Asia-Pacific region with an office based in Sydney, Australia, to address increasing demand for digital media services in one of the world’s fastest-growing media markets.

Digital media veteran David Raitt joins as Business Development Director, joining Theorem from digital advertising tech company Criteo, where he served as managing director for Australia and New Zealand. Theorem has been serving Australian clients for the last four years, working with several of the market’s leading media owners, and Raitt and his team will bring additional local client service support.

The move for Theorem comes at a time when the region is rapidly shifting from “mobile first” to “mobile only,” representing an opportunity to build on the company’s presence and track record in media operations while delivering a broader portfolio of advisory, creative, and data offerings that are in line with evolving market demands.

“Findings from a recent market-wide study conducted by Theorem indicated that ‘self regulated measurement and standards’ are among the key areas where advertisers want media owners to improve the most,” said Theorem CEO Jay Kulkarni. “On further analysis, results from our bespoke agency panel found that the fragmentation and sheer volume of different standards actually confuse advertisers and result in negative perceptions of this part of the market.

“Given the media industry’s need to respond to these dynamics, Theorem has the opportunity to work with companies to help them improve how they deliver to audience expectations, provide a better ad experience, and mine data to enhance their offerings. And as more of our clients look to expand, we’re extending our reach and capabilities to provide more multiregional support for fast-growth markets across APAC,” Kulkarni continued.

Industry Veteran at the Helm

Kulkarni points to the depth of Raitt’s local network, deep understanding of digital media, and knowledge of the requirements to run a commercial ad operation as key building blocks to enable Theorem to cement a market-leading position in the region.

Raitt brings 20 years of experience in digital media with a decade at Google in Australia and the United Kingdom. Raitt has a proven record of managing multi-million dollar advertising teams. Prior to his stint at Criteo, he served as sales director for Spotify in Australia and New Zealand.

“It’s an exciting time to join Theorem,” said Raitt. “We’re at an interesting juncture in an industry that presents new opportunities for some and challenges for others. What attracted me to Theorem is not only our ability to implement solutions at scale but the depth of our advisory and data expertise to help clients make informed decisions about their businesses.

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About Theorem

Founded at the onset of the digital revolution in 2002, Theorem is a global, industry-leading digital solutions partner to organizations spanning the digital media landscape. Many of the world’s leading publishers and media organizations rely on our expertise and global scale to help them improve their digital performance. Through an integrated approach, Theorem delivers a full suite of advisory services, operational and technical solutions to help clients maximize returns from digital channels.

Headquartered in Chatham, New Jersey, Theorem has offices in New York, Sydney, London, India, and the Dominican Republic. More information is available at

Brad KitchenTheorem Announces New APAC Lead and Office Expansion