The Australian market is a much smaller market in terms of number of players and volumes, compared to UK and the rest of Europe. This will force Jemm Group to continue to stay at the front of the industry when it comes to innovation in technology, processes and self regulation.

What challenges will the Jemm Group and its Real Time Network face getting traction in Australia and the APAC region?

So far the reception in this market has been more than welcoming. 1 week into establishing a presence here and we have been welcomed with open arms. The real challenge for us will be to continue to listen. Listen to what the market and ecosystem is doing, stay on the front foot and to not grow complacent with our technology making sure we continue to develop and innovate.

How does the Jemm Group differentiate itself from others in the ecosystem? Are you an Ad Network? An SSP technology platform like Admeld or PubMatic?

It is difficult to slap one single traditional label on Jemm in this ecosystem as our technology and continuing innovation allows us to exist and operate effectively in multiple spaces. We are similar to a Sell-Side Platform (SSP) form a perspective of concentrating on driving up publisher yield. Yet we also exist as an Ad-Network and have the ability to go directly to Agencies - yet unlike an Ad Network we are much more in tune with looking after publishers and giving the option to advertisers to buy how they want. Whether buyers want to buy directly form us, or come through a DSP, SSP or even exchange we offer the ability to buy however they want.

Can you explain in more detail how the Jemm Group’s Real Time Network increases publisher’s yield on unsold inventory? Could you share some real examples?

Yields on unsold inventory are being driven up by increased demand and bidding tension alongside the creation and implementation of private marketplaces. It is simple supply and demand principles - think of it as the wall street of display media. Where the more people who want the inventory and submit a bid for it, the higher the prices are driven.
 
The main issue and challenge is if the inventory you have within this model, is very low quality and poor performing. You then see CPMs decrease as their true value is exposed and less buyers are willing to bid and purchase.

There’s been a lot of debate in Australia around whether or not ad exchanges will commoditize publisher inventory, resulting in downward pressure on CPM prices. Are Australian publishers being receptive to the Jemm Real Time Network offering?

I believe if publishers have a decent audience and can continue to provide non-standard banner solutions, branding and high yield inventory will not go anywhere. In fact, I still know many sites that have extremely high sell through rates as well as high yields. 

What ad exchanges are doing is commoditising inventory that is otherwise unsold or being put into some sort of bidding pool (by way of a performance product) or low CPM bulk buy of which is in effect being treated as a commodity already. The misconception that CPMs are being forced down by this is frustrating. If done correctly and the demand is there, the bidding tension or pressure for purchase should be forcing CPMs up. This is what we are seeing in private or controlled marketplaces.

Publishers that we are talking to have so far been very open and receptive to our product and what it can do for their remnant inventory.

Who will you partner with publishers? Trading desks? Advertisers direct? DSPs?

Partner is the key word here - Jemm Group would like to be seen as an inventory supply partner to Trading Desks and DPSs , a Technology and Inventory Monetisation partner to Publishers and a Solutions provider to Advertisers through the agencies they work with.

What’s your view on the future of the traditional Ad Network model will they need to adapt to the changing ecosystem?

We are already seeing internationally, Ad Networks that are not embracing Dynamic Media Buying and Optimisation (DMO) are being forced to close their doors. Ad Networks in this market need to be open to working with companies like Jemm Group - who can provide them with the technology and expertise to make sure they are not left behind.

How do you see the display landscape evolving over the next year in Australia and the APAC region? What impact will the evolution have on the areas of video, mobile and IPTV?

We are already seeing more and more emphasis being placed on the user, or viewer rather than the impressions or even the platform they are reached on. With technology platforms, be it a computer, tablet, smart phone, tv or even eventually the console in your car, becoming less uniquely distinguishable from an ad serving perspective, along with the continued evolution of technology we will one day be facing an age of personalised advertising that follows you no matter what device you are on. Of course this is long term, but I believe we will see this start to become more and more obvious over the next 12 months or so, with the introduction of smarter mobiles, more video capabilities and the blurring of broadcast and IPTV. 

Where to next in APAC for the Jemm Group and its Real Time Network?

I personally see South East Asia as the next big market for Jemm Group within the APAC region and not just for the food. 

The industry in SEA and Singapore specifically is embracing technology and online media a lot quicker than most other markets. We are seeing Mobile advertising being more prominent and even in their infancy of display based advertising, DOM or automated and technology based media buying, than some mature markets around the world.

Follow ExchangeWire APAC on @ew_apac

Join us on Linkedin: ExchangeWire: Ad Trading, APAC