Nelson-Field and Jemsoft Form Media Intelligence JV

In Australia, digital media authority Karen Nelson-Field and artificial intelligence (AI) firm Jemsoft have formed a joint venture called Media Intelligence Co, to develop media measurement and targeting technologies and real-time media research solutions.

Nelson-Field (pictured) is Director of the Centre for Digital Video Intelligence at the University of South Australia's (UniSA) Business School. Earlier, she was the lead researcher at UniSA's Ehrenberg-Bass Institute, where her work focused on the relevance of traditional consumer behaviour models in the context of new media. She has a PhD in media science, with a focus on audience targeting, and her research has been integrated into teaching programs at Wharton Business School, London Business School and Oxford University.

The joint venture combines Jemsoft's existing computer vision technology (Monocular API) with Nelson-Field's knowledge of the digital media ecosystem and buyer behaviour, to build solutions to address viewability issues, ad avoidance, audience measurement and contextual programmatic targeting in real-time.

Jemsoft MD Jordan Green comments: 'We currently operate successfully in global security and enterprise solutions, but expanding our machine learning and AI solutions to the fast paced media world was always high on our priority list. Given Karen's extensive background in this space she was the perfect choice to spearhead this JV'.

Web site: www.jemsoft.co .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.