Biography
Esef Cosic
He co-founded the factory, the brand it supplies, and the ad tracking software that measures the media behind them. Srebrenik, Bosnia and Herzegovina.
Esef Cosic co-founded Obscale, a software and performance marketing company headquartered in Srebrenik, Bosnia and Herzegovina, and is a founder of PharmScale, PureNADH and ScaleTrack. He also appears in print as Esef Ćošić and Ešef Ćosić.
What makes the work unusual is that it closes a loop most operators only ever hold one piece of. PharmScale, in Srebrenik, manufactures the supplements. PureNADH takes that output direct to consumers in the United States. The paid media is bought in-house rather than through an agency. And ScaleTrack, built inside Obscale, measures what the media actually did.
Four layers, one operation. The software is not built for a market the company observes from outside; it is built for the problems it hits in its own ad accounts on a Tuesday afternoon.
Cosic founded the company in 2019 with Senad Becirovic, who serves as its chief operating officer. It has grown from Srebrenik into two offices across EU and US markets, with a team distributed across Bosnia, Serbia, Montenegro, the Netherlands, India and Dubai. It has never taken outside funding.
Buying media with his own money
The through-line in his work is that he has always had money at risk in the accounts he is measuring. For more than seven years he has been buying paid media — Facebook, native, and the platforms that came after — as an operator rather than an agency, spending his own budget rather than a client's.
That distinction is the whole of his credibility, and it is rarer in ad tech than it should be. Most tracking software is designed by people who have never watched a badly attributed conversion send five figures to the wrong campaign. Cosic has, repeatedly, and the software exists because of it.
Tracker debt
The idea he returns to most often is what he calls tracker debt: the compounding cost of every shortcut a team takes in measurement.
Every performance team borrows against its own numbers — an undocumented UTM convention, a pixel firing a step too late, a platform's self-reported return on ad spend accepted because verifying it would cost a week nobody has. Each shortcut is rational on the day it is taken. None are ever repaid. Eighteen months later, a team is allocating budget against a stack of decisions made by people who have left, and no one can say which layer went wrong first.
His argument is that this is not a data problem but a decision problem, and that the interest is paid in media spend committed against numbers that stopped being true months ago. The remedy is the same as for technical debt: own the layer rather than rent it.
ScaleTrack and ScaleCRM
ScaleTrack began around 2021 as an internal Obscale tool, built by the development team to fix the company's own measurement problems. It handles multi-account campaign tracking across Facebook, TikTok, Google and native platforms, with funnel monitoring, tracking templates, and reporting across several dimensions.
It was spun out into a dedicated company and went live publicly on 1 September 2025. In his own words at the time:
We created ScaleTrack because traditional trackers weren't built for scale. We needed deep reporting, clean data, and real control over performance.
ScaleCRM followed out of the same operation, handling the customer relationship side of the loop.
PharmScale
PharmScale is the manufacturing layer: a food supplement and cosmetics producer in Srebrenik, co-founded with Senad Becirovic, who serves as its chief executive. It is certified to ISO 22000:2018 for food safety and ISO 22716 GMP for cosmetics, and audited by TÜV Thüringen, a DAkkS-accredited certifier.
The facility qualifies its ingredients itself — 328 of them to date — re-tests every incoming raw material, runs more than a dozen quality control checks per batch, and has two laboratories sign off before anything ships. Its regulatory team can file and maintain dossiers across the 27 EU member states, the United Kingdom and the United States.
Since 2025, PharmScale has made and sold only its own products rather than manufacturing for other brands.
PureNADH
PureNADH is the brand that takes PharmScale’s output to market, operated by Pure NADH Research LLC and sold on a subscription model into the United States. It is also the e-commerce operation that ScaleTrack and ScaleCRM were built inside — the reason the software has always had a real business testing it, rather than a roadmap.
On leadership
Cosic writes publicly and unsentimentally about running the company, including its failures. After an internal system failure in 2026 he published a post-mortem to his own network that concluded:
The failure was technical. The root cause was leadership.
