Objective Platform

𝗢𝗻𝗰𝗲 𝗮 𝘆𝗲𝗮𝗿 𝘄𝗲 𝗴𝗼 𝘀𝗼𝗺𝗲𝘄𝗵𝗲𝗿𝗲 𝘁𝗼𝗴𝗲𝘁𝗵𝗲𝗿, 𝗮𝗻𝗱 𝘁𝗵𝗶𝘀 𝘆𝗲𝗮𝗿 𝗶𝘁 𝘄𝗮𝘀 𝗠á𝗹𝗮𝗴𝗮. Three days on the Costa del Sol. We played beach games until they turned competitive. We ran a treasure hunt through the city. We shared long dinners by the sea where the conversation carried far past dessert. Days like these are easy to underestimate. But they are where you really get to know the people you work alongside all year, beyond the meetings and the models. That is what our annual trip is really for. The people who build our product, run our models, assist our clients and everyone else besides, together and off the clock, getting to know each other a little better. Thank you to everyone who made it what it was. See you all for the next one. Full recap in the video below. #LifeAtOP #ObjectivePlatform #Malaga

Today’s marketers have no shortage of measurement signals. Making sense of them together is the harder part. Platform numbers say one thing. Attribution says another. Neither explains why sales dip when you pause brand campaigns. Just Eat Takeaway.com hit exactly that wall. Their answer wasn't to find one perfect tool. It was to stop looking for a single source of truth altogether, and build what they call a system of truth: marketing mix modelling, incrementality experiments and attribution used together, each checking the others. They piloted it in Canada, aligned every stakeholder on shared KPIs before touching the data, and scaled it across five markets, with the time to a first model dropping from months to weeks. Huge thanks to Yiğit Yazgı and Sanne van der Meer at Just Eat Takeaway for sharing how they did it so openly. Their honesty about what's hard, not just what works, is what makes this one genuinely useful. Performance Marketing World covered the full story here: https://hubs.li/Q04x1rqf0 What's your take: is the "single source of truth" a goal worth chasing, or a trap?

Good measurement is judged by the decisions it improves. That idea runs right through this episode of Media Outlier and it lines up closely with how we think about MMM. Good to see our Sr. VP Data Science Arno Witte in the mix, alongside a strong line-up working through the distinctions that make or break a framework: correlation and causation, measured and modelled data, leading and lagging indicators. See Arno's contribution from minute 10 onwards.

Which media channels actually move your results and where should the next euro go? Two of the hardest questions in marketing and the ones Marketing Mix Modelling is built to answer.   In the latest VIA Nederland Industry Insights episode, our founder Willem van der Weide sits down with Sanne van der Meer, Manager Global Media at Just Eat Takeaway.com and host Boj Holslag to talk through how MMM makes the impact of media on key KPIs visible, helps teams justify marketing investment internally and sharpens decisions on how budget gets split.   The episode is in Dutch, so worth a listen if that works for you.   #ObjectivePlatform #MarketingMixModelling

𝐔𝐩 𝐭𝐨 𝟕𝟓% 𝐨𝐟 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬 𝐬𝐚𝐲 𝐭𝐡𝐞𝐢𝐫 𝐦𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 𝐟𝐚𝐥𝐥𝐬 𝐬𝐡𝐨𝐫𝐭 That number from the IAB's State of Data 2026 report is striking but if you work in marketing, it probably doesn't surprise you. Fragmented data. Siloed measurement across channels. Long feedback loops that deliver insights after the budget has already been spent. The report also estimates that AI could unlock $26.3 billion in media investment value by making measurement faster and more adaptive. That's a significant opportunity, but only if the foundations are right. From what we see working with brands across Europe: the companies getting the most value from Marketing Mix Modelling are the ones that treat it as an ongoing process, not a one-off project. They update models regularly, integrate new channels as they emerge and use scenario planning to test decisions before making them. The tools exist. The challenge is adopting a measurement culture that uses them properly. 📎 https://hubs.li/Q04v96tz0 #MeasurementStrategy #MMM #MarketingROI

The line between brand and performance channels is fading. That's the thread running through our Marketing Channel Trends 2026 analysis, and paid search overtaking TV as the largest channel in the mix is one of the clearest signs of it. The picture that emerges is of channels valued for what they contribute across the funnel, whatever box they have traditionally sat in. Paid search is a case in point. It now occupies a share of many media plans that TV once did. But that does not mean it creates all the demand it converts. Much of that demand is generated elsewhere by brand activity. Retail media keeps climbing. Display is bought more selectively. This comes from €1.8 billion of real modelled media spend across our client base, so it reflects where budgets are genuinely moving rather than where the market says they are. It leaves a question worth sitting with: if the brand-versus-performance split no longer matches how channels behave, how should planning and measurement adapt? W&V, Werben & Verkaufen covered the analysis this week (in German): https://hubs.li/Q04sL78K0 #ObjectivePlatform #MarketingMixModelling #MediaPlanning

ADZINE - MARKETING. TECH. MEDIA. has picked up a finding from our Marketing Channel Trends 2026 analysis, and this one is worth a closer look. Drawing on €1.8 billion of media investment across multiple brands and markets, display's share of the mix fell from 17.1% to 12.8%. Over the same period average CPMs rose 17%, from €2.08 to €2.44. What this suggests: advertisers appear to be buying display more selectively, favouring higher-quality inventory, better viewability and placements they can control over cheap reach. Worth keeping in view is that this is one slice of the market, drawn from our clients' data, and shifts in format or client mix can move CPMs too. So it reads as a signal rather than a settled trend. It does line up with wider market data though, including the latest OVK and IAB Europe reports. ADZINE's write-up (in German): https://hubs.li/Q04sKs5K0 #ObjectivePlatform #MarketingMixModelling #DisplayAdvertising

👋 We're hiring an Office & Community Manager in Amsterdam! Do you like keeping things organised, making people feel welcome and bringing a team together? At Objective Platform, you'll be the friendly face of our Amsterdam office and the person who keeps everything running smoothly for colleagues and clients alike. ✨ Keep the office running day to day and be the first point of contact for clients and suppliers ✨ Organise events, drinks and initiatives that bring the team together ✨ Support our People & Culture Manager with onboarding, offboarding and HR admin ✨ Grow your career in a fast-moving scale-up This is a part-time role (32 hours), fully based at our Amsterdam office. 🔎 Curious? Check out the role and apply here: 👉 https://hubs.li/Q04sywBX0 #Hiring #OfficeManagement #CommunityManager #PeopleAndCulture #HR #ScaleUp #AmsterdamJobs #ObjectivePlatform

𝗘𝘃𝗲𝗿𝘆 𝗮𝗱 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗵𝗮𝘀 𝗮 𝗱𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱. 𝗔𝗻𝗱 𝗲𝘃𝗲𝗿𝘆 𝗱𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱 𝗵𝗮𝘀 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝗰𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻: 𝘀𝗽𝗲𝗻𝗱 𝗺𝗼𝗿𝗲 𝘄𝗶𝘁𝗵 𝘂𝘀. That's the fundamental problem with letting platforms grade their own homework. The data looks robust. The charts are impressive. But the recommendation always seems to point in one direction. When your measurement comes from the same company selling you media, the incentives don't align with yours. You're optimising within their ecosystem, not across your entire marketing mix. Independent measurement exists for a reason. Objective Platform's Marketing Mix Modelling evaluates all your channels (paid, owned, earned) and includes non-media factors. It uses your own business data, without any single platform's thumb on the scale. The question isn't whether your ad platform delivers results. It's whether you're seeing the full picture or just the slice they want you to see. Want to learn more? Visit: https://hubs.li/Q04snfJf0 🎨 Comic by Tom Fishburne / Marketoonist #MarketingEffectiveness #MMM #Attribution #MediaPlanning #MarketingMixModelling

Mark Ritson — "The Great Stay and the Quiet Collapse of the Marketing Job Market” Mark Ritson's column paints a sobering picture of the marketing job market in 2026. US marketing postings fell 8% last year. The voluntary quit rate has hit a decade low. And AI is quietly reducing the number of people needed for marketing roles — not dramatically yet, but steadily. Ritson calls it "The Great Stay." Nobody's leaving, because there's nowhere to go. What does this mean for measurement? Smaller teams face bigger pressure to justify spend. When you can't hire more people, you need better tools. The CFO wants proof that marketing is driving growth and "we think it's working" doesn't cut it anymore. This is precisely why Marketing Mix Modelling matters for teams under pressure. It gives you the evidence to protect budgets, reallocate with confidence and show your board exactly where the returns are coming from. Full article: https://hubs.li/Q04rCvYW0 #MarketingEffectiveness #MMM #MarketingCareers #AI #BudgetOptimisation