434. Alex Collmer & Vidmob. Creative Gets Measured.
Alex Collmer
October 22, 2026
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Marketers have spent decades measuring media with extraordinary precision while judging creative largely on instinct. In this episode, Alex Collmer, founder and executive chairman of Vidmob, shares what changes when creative gets its own data.
Vidmob uses creative data and AI to help brands understand not simply which ads perform, but which creative choices help explain why. Collmer explains why there isn't one universal score for an ad: performance depends on the platform, audience and outcome a marketer is trying to achieve.
The conversation also turns to a bigger question about AI in advertising. As platforms such as Meta Advantage+ and Google Performance Max automate more of the process, brands may get results while gradually losing their own understanding of how to communicate with customers. Collmer argues for a different approach: use AI to make creative performance more transparent, while keeping people involved enough to question its recommendations, protect brand distinctiveness and continue learning. Because if everyone has access to similar AI tools, the advantage may not be the AI. It may be what your organization knows that everyone else's doesn't.
Alex Collmer is the Founder and Executive Chairman of Vidmob, The Creative Data Company. Since founding the company in 2015, Collmer has raised more than $200M and led initiatives that earned Vidmob official marketing partner badges from Meta, Google, TikTok, Amazon, Snapchat, Twitter, Pinterest, LinkedIn, Reddit, and Hulu. Today, Vidmob provides its software to a majority of the agency holding companies and counts many top global brands as clients. An engineer by background, Alex has made a career living at the intersection of technology, design, and consumer entertainment. Prior to Vidmob, Collmer was co-founder and CEO of Autumn Games, a video game publisher that developed successful global franchises with partners such as Jimmie Johnson, the 7-time NASCAR champion, Def Jam, the leading urban culture brand, as well as the award-winning fighting game franchise, Skullgirls. Collmer has an engineering degree from Cornell University and is a frequent speaker at universities and conferences on entrepreneurship and media.
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