Industry academic Karen Nelson-Field in AI marketing joint venture

Arvind Hickman
By Arvind Hickman | 15 March 2016

Global digital media authority Karen Nelson-Field has formed a joint venture with Jemsoft artificial intelligence (AI) leaders Jordan Green and Emily Rich, to work on media measurement technologies and real-time media research solutions.

The joint venture, called Media Intelligence Co, combines Jemsoft’s computer vision technology Monocular API with Nelson-Field’s knowledge of digital media and consumer behaviour law to address viewability, ad avoidance, audience measurement and contextual programmatic targeting in real-time.

“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 spear head this JV,” says Green, Jemsoft's MD.

Nelson-Field, a Telstra Business Women’s Award winner and winner of News Corp’s Women in Innovation award, says the days of surveys and lab-based studies in marketing are gone.

“Savvy marketers know that media research and measurement solutions that don’t operate in real-time are obsolete... Artificial intelligence is the future of this industry. I will be taking a fractional role within the University to focus on MIC,” she adds.

The Jemsoft team already has offices in Adelaide and Hong Kong and the launch of the new venture with Dr Nelson-Field will see them opening in New York in Q3 2016.

It is anticipated Media Intelligence Co will generate revenue of $10 million this year.

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