$6 billion in gaming ad spend is wasted every year.

That’s the problem Dan Marcus, co-founder of Kohort, is determined to fix. In this episode of How Would You Build It, Dan shares how Kohort is tackling attribution and data consistency — the trillion-dollar alignment issue facing marketing, finance, and product teams.

With over $3B in ad spend already run through their platform and new funding secured in 2025, Kohort is scaling fast.

Dan explains:

• Why naïve boldness can be a founder’s secret weapon

• How data transparency aligns teams and cuts waste

• Why the future means democratising advanced tools for smaller studios and consumer apps‍

Or skip to the highlights:

01:28 Are you born a founder?

03:27 What does Kohort do?

06:57 Pains in the market outside of gaming

09:45 The Candy Crush origins

11:18 Who should own the data component within a business

15:21 Gaming Development regions of the world

16:29 Plans after recent funding round

19:51 How they go their first clients

23:11 Characteristics of a successful founder

25:21 Questions from VC's

28:28 How Kohort is penetrating the market

32:53 There are opportunities to serve smaller businesses and other industries!

36:22 How remote founders stay aligned

41:25 How Dan and Kohort are using AI

45:16 What would you have done differently as a founder?