We started Paapi because measurement stops exactly where the hard decision begins.
Measurement got better. Decisions didn't.
Teams have attribution in one tool, an agency MMM study in another, and lift tests somewhere else. Each answers a different question, and they rarely agree.
So the methods argue with each other.
Every platform claims the same sale, and nothing reconciles them, so the budget conversation comes down to who argues best.
So we built the thing we kept wishing existed.
We spent our careers building ad measurement and data systems for enterprise brands. The maths was never the problem. Connecting the journey, the spend and the outcome in one place was. That's what Paapi does.
BASED IN LONDON
Unified marketing measurement, built for teams who have to decide where the next pound goes.
Honest
We believe that marketers deserve transparency
Respectful
We've done the hard yards to ensure a user's privacy
Performance-Obsessed
Continuously explore emerging technologies and industry trends.
Dan Hesmondhalgh, Chief Commercial Officer and Co-founder
A second-time founder, having launched a data-driven platform for buyers at retailers in 2008. After 15 years in martech commercial leadership roles, Paapi sees Dan go back to his roots, having started his career in media at Carat (now part of Dentsu).
David Tam, Chief Technology Officer and Co-founder
Has 30 years in tech, 15 years in adtech solutions engineering, working with data to support enterprise clients drive greater ad performance, leading to the past 5 years spent exploring the potential for Privacy Enhancing Technologies.
