Electric Guitar (ELEG) PLC CEO John Regan talks to Focus IR about ‘capitalising on some significant changes in the digital advertising industry’. He says, ‘we’re a buy and build business, we’re acquiring businesses that have the technology and expertise to really help those advertisers create the new type of data that they now need because of this big privacy shift’. Since its AIM IPO in May the firm has announced a new AI-driven marketing joint venture that Marcomms.ai will launch in partnership with Exelia Technologies. The plan is to use sophisticated machine learning algorithms based on global data stored by Electric Guitar subsidiary 3radical which has blue-chip clients around the world already using its enterprise software. And Regan says Electric Guitar is ‘really moving up the value chain’. As a self-proclaimed serial entrepreneur Regan says it’s important to scale ‘really rapidly’ and is aiming to be the ‘leader in first party data', to be ‘global and as scaled as possible’.