Paul Coggins is the CEO at Adludio who’s revolutionary ‘Sensory Ad Science’ technology delivers 10x results for blue-chip clients – like Unilever, Nestle & PayPal – compared to traditional mobile advertising solutions. The company’s accomplishments include being named ‘Best Advertising Company’ at the TechCrunch Europa Awards 2016, and winning MOMA’s ‘Best User Experience’ award. Adludio has also been listed in The Sunday Times Tech Track 100 ‘Ones to Watch’, and ranked in the Deloitte Fast 50 for the second year running, making it one of the fastest-growing adtech companies in the UK. We last spoke in February this year when the world was a very different place. I invited Paul back on to the podcast to learn how the pandemic has affected their business. We discuss the importance of data-driven decision making and how Adludio focuses on creative data as opposed to audience data. On the topic of data-driven creative, I learn what gives Adludio an edge over everyone else who focused on audience data vs. creative data. We also discuss proprietary algorithms and how their data science team helps them provide a unique engagement approach for better performance. I also learn more about their Brand impact optimization. A system of mini-surveys that measure key soft metrics in real-time and feedback loop to creative optimization and data collection