Objective Platform

Two new faces are joining Objective Platform – give them a warm welcome! 👋 Iuliia (Julia) Kostiuk joins us as Technical Product Owner: "I’m really looking forward to meeting everyone and getting to know the people, product, and customers behind OP. I’m excited to dive into marketing mix modelling, learn how the product helps customers make better marketing decisions in practice, and bring my product experience to the team." 👋 Adi Toff joins us as Junior Data Scientist: "I'm looking forward to applying the skills I've learned in Data Science and Marketing Analytics to real-world business applications, contributing to tangible projects, and collaborating with and getting to know the team." Welcome, Julia and Adi, we're glad to have you! 💙 If you'd like to join Objective Platform, check out our open vacancies: https://hubs.li/Q04gYn3x0 #ObjectivePlatform #NewJoiners #WelcomeToTheTeam

Seven deadly sins. One very good evening. Last Wednesday, Giulia Caglia and Lucas De Bie headed to Munich for FELD M's Wissensdurst event on marketing measurement, thanks to Lutz Wiechert for making these evenings happen and consistently bringing in sharp, independent voices. The highlight? A talk by Nico Neumann, Associate Professor at Melbourne Business School, on the seven deadly sins of Marketing Mix Modelling. Vanity, sloth, avarice... it's a fun framework for asking harder questions about how we build and interpret models. Avoiding them is a lot of what good MMM practice comes down to, and something we take seriously in every model we build. Nico also runs marketingscience.today, an independent platform that compares MMM providers against structured criteria. We welcome initiatives like this. The MMM market is growing quickly, and more transparency around quality, methodology and actionability helps raise the bar for everyone. Great event, great conversations and a few sins we'll be keeping in mind. #MarketingMixModelling #MMM #MarketingMeasurement #MarketingScience

WARC's The Future of Measurement 2026 is out this week – and we're glad our research made it in, specifically in the section on creative intelligence. The report makes the case that creative quality remains one of the biggest drivers of advertising effectiveness, yet one of the least measured. That gap is starting to close. It's something we've been working on directly. Together with VidMob, we published research on how creative scoring can be integrated into Marketing Mix Modelling, translating VidMob's creative quality data into variables that sit inside the MMM and explain performance at campaign level. The results showed that high-quality creatives generated meaningfully higher returns, particularly on Meta. As Arno Witte, our Sr. VP of Data Science, put it in the white paper: creative success isn't just a numbers game but the numbers can tell you a lot more than most brands currently ask of them. The WARC report is for subscribers, but Mediashotz has a solid overview. https://hubs.li/Q04gnXjq0

WARC's The Future of Measurement 2026 is out this week – and we're glad our research made it in, specifically in the section on creative intelligence. The report makes the case that creative quality remains one of the biggest drivers of advertising effectiveness, yet one of the least measured. That gap is starting to close. It's something we've been working on directly. Together with VidMob, we published research on how creative scoring can be integrated into Marketing Mix Modelling, translating VidMob's creative quality data into variables that sit inside the MMM and explain performance at campaign level. The results showed that high-quality creatives generated meaningfully higher returns, particularly on Meta. As Arno Witte, our Sr. VP of Data Science, put it in the white paper: creative success isn't just a numbers game but the numbers can tell you a lot more than most brands currently ask of them. The WARC report is for subscribers, but Mediashotz has a solid overview. https://hubs.li/Q04gnXjq0

You run a campaign. Sales go up. Great news — or is it? The real question is: would those sales have happened anyway? That's what incrementality measures. It isolates the 𝗮𝗱𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 impact of your marketing: the sales that wouldn't have occurred without the campaign. Think of it this way: if you advertise umbrellas during a rainstorm, sales will spike regardless. Incrementality helps you figure out how many of those sales were driven by 𝘆𝗼𝘂𝗿 𝗮𝗱, and how many by the weather. At Objective Platform, we integrate incrementality testing into our Marketing Mix Models, giving our clients a clearer picture of what's actually moving the needle and what isn’t. Curious how it works in practice? Visit our page: https://hubs.li/Q04fnYkW0, drop a comment or reach out. #MarketingMixModelling #Measurement #MediaPlanning

🚨 𝟱𝟱% 𝗼𝗳 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗰𝗮𝗻'𝘁 𝗽𝗿𝗼𝗽𝗲𝗿𝗹𝘆 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝘁𝗵𝗲𝗶𝗿 𝗿𝗲𝘁𝗮𝗶𝗹 𝗺𝗲𝗱𝗶𝗮 𝗶𝗺𝗽𝗮𝗰𝘁, are you one of them? A Association of National Advertisers survey reveals that 𝗹𝗮𝗰𝗸 𝗼𝗳 𝘀𝘁𝗮𝗻𝗱𝗮𝗿𝗱𝗶𝘀𝗮𝘁𝗶𝗼𝗻 is the primary retail media challenge facing most marketers today. Additional pain points include 𝗶𝗻𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗿𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴, 𝗰𝗹𝗼𝘀𝗲𝗱 𝗲𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺𝘀 𝗮𝗻𝗱 𝗱𝗶𝗳𝗳𝗶𝗰𝘂𝗹𝘁𝗶𝗲𝘀 𝗶𝗻 𝗶𝘀𝗼𝗹𝗮𝘁𝗶𝗻𝗴 𝘁𝗿𝘂𝗲 𝗶𝗺𝗽𝗮𝗰𝘁. These findings align with what we observe at Objective Platform 👉 Retail media vendors typically provide their own insights, claiming significant uplift from their solutions. However, these claims often fail to account for other media activities that may have contributed to increased sales or brand awareness. Our latest article explains how brands can 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝘁𝗵𝗲 𝘁𝗿𝘂𝗲 𝗶𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗶𝗺𝗽𝗮𝗰𝘁 𝗼𝗳 𝗿𝗲𝘁𝗮𝗶𝗹 𝗺𝗲𝗱𝗶𝗮 using Marketing Mix Modelling (MMM). By incorporating retail media as a channel, you can: ▪️ Determine the true value of your retail media investments ▪️ Strengthen your position when negotiating placements ▪️ Confidently decline pricing that won't deliver positive incremental ROI 👉 Read the article: https://hubs.li/Q04dGX0j0 #MarketingMixModelling #ObjectivePlatform #RetailMedia #Emarketer

Hard work deserves a proper reward. 🛥️ Last Thursday, our commercial and operations teams wrapped up a full day of workshops the only way that felt right – on the Amsterdam canals, with pizza, drinks and some well-earned sunshine. Getting these two teams in the same room (or boat) isn't just a nice-to-have. It's how we stay aligned, sharp and actually enjoy the ride together. Want to be part of it? We're hiring. Check out our open positions here 👉 https://hubs.li/Q04cHz-40 Here's to many more. ☀️ #TeamOP #Amsterdam #CompanyCulture #Hiring

The gap between what CMOs measure and what they think they measure A few data points that paint a clear picture: 60–75% of marketers say their measurement falls short on rigour, trust and speed (IAB State of Data, 2026). 85% of marketers say they're confident about measuring ROI — yet only 32% actually measure holistically across digital and traditional channels (Nielsen, 2025). In Europe, that holistic measurement figure drops to just 23% (Nielsen, 2025) There's a clear disconnect between the confidence marketers have in their measurement and the quality of insight they're actually getting. McKinsey's State of Marketing Europe 2026 report underlines the urgency: five of the ten topics CMOs ranked as most important relate to proving marketing's contribution to business outcomes. In our experience, the root cause is often relying on channel-specific metrics that don't connect to business outcomes. Click-through rates, impressions and cost-per-acquisition tell part of the story — but they don't answer the question CMOs and CFOs actually care about: "Is our marketing spend driving profitable growth?” That's what Marketing Mix Modelling is designed to answer. #CMO #MarketingMeasurement #MMM

Media budgets are shifting. The question is whether your measurement is keeping up. For the third year running, we analysed the media investment flowing through Objective Platform — this time €1.8 billion across multiple brands and markets — to surface the patterns that show up in real budgets, not just industry forecasts. Our Marketing Channel Trends 2026 report covers: Part 1 – What we observed in the data: where investment share is moving, how Search and Retail Media are growing, and what rising CPCs and CPMs are signalling Part 2 – What's coming next: AI-powered ad platforms, attention metrics and the rise of influencer-first strategies. Many thanks to Mike Follett and Frank Jobse for your contribution. Practical. Data-driven. Built for marketers who want to act on what they see. 📥 Download the full report via the link in the comments.

Media budgets are shifting. The question is whether your measurement is keeping up. For the third year running, we analysed the media investment flowing through Objective Platform — this time €1.8 billion across multiple brands and markets — to surface the patterns that show up in real budgets, not just industry forecasts. Our Marketing Channel Trends 2026 report covers: Part 1 – What we observed in the data: where investment share is moving, how Search and Retail Media are growing, and what rising CPCs and CPMs are signalling Part 2 – What's coming next: AI-powered ad platforms, attention metrics and the rise of influencer-first strategies. Many thanks to Mike Follett and Frank Jobse for your contribution. Practical. Data-driven. Built for marketers who want to act on what they see. 📥 Download the full report via the link in the comments.