Theorem's Covent Garden headquarters will offer ad trafficking, search operations and data analysis services to various firms, among them media agency Starcom and ad online firm DoubleClick.
Harding joins as business development manager from Tacoda/AOL where he helped manage relationships with various UK online media agencies.
Jay Kulkarni, CEO and founder of Theorem said that launching the London office was a natural progression for the company's growth and marks a commitment to developing the UK's online media market.
Harding said: "Theorem is operating in a niche that is currently in high demand within the UK online marketing industry.
"I look forward to expanding Theorem's UK client base by building on the momentum that we have already gained and look forward to working with new prospects interested in using our services in their UK branches."
Founded in 2002, Theorem is based out of the Chatham, New Jersey and also has offices in Bangalore and Mysore, India.
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