Objective Platform
| Private | |
| ISIN | 🆔 |
| Industry | Marketing technology |
| Founded 📆 | 2014 |
| Founder 👔 | Willem van der Weide, André Merkus |
| Headquarters 🏙️ | Amsterdam, Netherlands |
Area served 🗺️ | |
Key people | Melle Staelenberg (CEO) |
| Products 📟 | Marketing mix modeling software |
| Services | Software as a service |
| Members | |
Number of employees | |
| 🌐 Website | www |
| 📇 Address | |
| 📞 telephone | |
Objective Platform is a software company based in Amsterdam, Netherlands,[1] that develops marketing mix modeling (MMM) technology. It provides software-as-a-service tools designed to measure the impact of media investments.[2][3][4]
History
Objective Platform was founded in 2014 as Objective Partners by Willem van der Weide and André Merkus.[5][1] The company began as a consultancy before shifting to a software model. In 2020, it raised €2 million in funding from Dutch venture capital firm Newion and other investors.[6][7][8] In 2024, Melle Staelenberg was appointed chief executive officer.[9][10]
Products and Services
The company develops MMM software that evaluates how marketing investments perform across different channels.[11] Reported applications include sponsorship measurement projects for media companies.[12]
Industry recognition
In 2021, Objective Platform was listed in Forrester Research’s Now Tech: Marketing Measurement & Optimization Solutions report.[13] In 2023, Marketing Tribune reported that the company joined a national benchmark project led by Mark Stronger.[14][15] In 2025, it received a MarTech Breakthrough Award for “Best Marketing Attribution Solution.”[16]
Partnerships
In 2025, Objective Platform announced a partnership with creative data platform Vidmob[17] to integrate creative performance data with its MMM software.[18][19]
References
- ↑ 1.0 1.1 "Objective Platform". Newion Partners. Retrieved 2025-12-23.
- ↑ "Objective Platform Details & Reviews". OMR Reviews. Retrieved 2025-12-23.
- ↑ DMWF (2025-11-07). "Why leading brands are moving to SaaS marketing mix modelling". Marketing Tech News. Retrieved 2025-12-23.
- ↑ "Objective Platform - 2025 Company Profile & Team - Tracxn". tracxn.com. 2025-09-11. Retrieved 2025-12-23.
- ↑ "Daily Research News Online no. 34938 - Objective Platform Names UK MD and DACH Exec". www.mrweb.com. Retrieved 2025-12-23.
- ↑ Dorus (2020-11-15). "Newion led a €2M investment round in Objective Platform". Newion Partners. Retrieved 2025-12-23.
- ↑ "Amsterdam-born Objective Platform raises €2 million to expand in Europe and Asia". Tech.eu. 2020-11-16. Retrieved 2025-12-23.
- ↑ Tucker, Charlotte (2020-11-16). "Amsterdam-based Objective Platform nabs €2 million to help businesses optimise their marketing efforts". EU-Startups. Retrieved 2025-12-23.
- ↑ "Daily Research News Online no. 36820 - Objective Platform Hires CEO". www.mrweb.com. Retrieved 2025-12-23.
- ↑ "Objective Platform verwelkomt nieuwe CEO Melle Staelenberg om het nieuwe tijdperk van marketinginnovatie te leiden". Emerce (in Nederlands). Retrieved 2025-12-23.
- ↑ Khayrullina, Eva (2023-07-27). "Top-5 Alternatives to Pecan AI for predictive analytics in 2025". SegmentStream. Retrieved 2025-12-23.
- ↑ "Objective Platform". Capterra. Retrieved 2025-12-23.
- ↑ "Now Tech: Marketing Measurement And Optimization..." Forrester. Retrieved 2025-12-23.
- ↑ "Objective Platform wordt derde partner Nationale Benchmark naast Mark Stronger en SRM | MarketingTribune B2B". www.marketingtribune.nl. Retrieved 2025-12-23.
- ↑ "Nationale Marketing Benchmark: Visie op merk en marketing hindert effectmeting | MarketingTribune meer over marketing". www.marketingtribune.nl. Retrieved 2025-12-23.
- ↑ "2025 Winners". MarTech Breakthrough Awards. Retrieved 2025-12-23.
- ↑ "Vidmob and Objective Platform Forge Strategic Partnership to Elevate Marketing Mix Modeling with Creative Data". vidblog.vidmob.com. Retrieved 2025-12-23.
- ↑ "Vidmob and Objective Platform Announce Strategic Partnership". 2025-03-19. Retrieved 2025-12-23.
- ↑ "Daily Research News Online no. 38022 - Vidmob Partners to Add Creative Analytics to MMM". www.mrweb.com. Retrieved 2025-12-23.
External links
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