First-Party Data and Video Commerce Are Changing Everything in Advertising

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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.
The conversation explores Theorem's groundbreaking work in video commerce, enabling brands to host live shopping experiences directly on their websites. This approach gives brands complete control over their messaging and customer relationships at a time when privacy regulations are eliminating third-party cookies. Through strategic partnerships with technology providers like Klaviyo and Firework, Theorem is creating seamless integrations that put brands back in control of their data destiny.
Perhaps most compelling is Theorem's development of Upward, a solution addressing the persistent friction points in advertising workflows. By leveraging robotic process automation and machine learning to analyze historical campaign data and streamline operations, companies are seeing 30-40% efficiency gains. As the economics of automation become increasingly favorable compared to human labor, the industry stands at an inflection point between legacy systems and innovative solutions.
Ready to discover how your organization can take back control of customer relationships while streamlining operations? Listen now to understand why the future belongs to brands that establish direct connections with their audiences rather than relying on intermediary platforms.

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1. Introduction to Theorem and Ad Tech (00:00:00)

2. Video Commerce and Brand Control (00:02:54)

3. Ad Tech Myths and Friction Points (00:06:05)

4. Technology Innovation and Legacy Systems (00:09:12)

5. Brand-Consumer Direct Relationships (00:12:10)

6. Upcoming Events and Final Thoughts (00:13:51)