Comment: Does not have sufficient coverage to indicate notability. The first and last sources have the most coverage but neither is independent. https://www.emerce.nl/wire/newion-heeft-investeringsronde-afgerond-2-miljoen-objective-platform ends with a statement that apparently translates as "This article is a submitted post and falls outside the responsibility of the editors" and the byline for https://www.adweek.com/adweek-wire/vidmob-and-objective-platform-announce-partnership/ is a communications agency. As stated at WP:ORGCRIT, we need "significant coverage in multiple reliable secondary sources that are independent of the subject" Mgp28 (talk) 18:47, 27 October 2025 (UTC)
- Comment: In accordance with the Wikimedia Foundation's Terms of Use, I disclose that I have been paid by my employer for my contributions to this article. NeutralMMMUser (talk) 13:45, 28 August 2025 (UTC)
- Comment: In accordance with the Wikimedia Foundation's Terms of Use, I disclose that I have been paid by my employer for my contributions to this article. NeutralMMMUser (talk) 15:17, 29 July 2025 (UTC)
| Type | Private |
|---|---|
| Industry | Marketing technology |
| Founded | 2014 |
| Founder | Willem van der Weide, André Merkus |
| Headquarters | Amsterdam, Netherlands |
Key people | Melle Staelenberg (CEO) |
| Products | Marketing mix modeling software |
| Services | Software as a service |
| Website | www |
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
- "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 Dutch). 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.