Objective Platform

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.

What if the most powerful driver of your campaign’s success… 𝗶𝘀 𝘁𝗵𝗲 𝗼𝗻𝗲 𝘆𝗼𝘂’𝗿𝗲 𝗻𝗼𝘁 𝗺𝗲𝗮𝘀𝘂𝗿𝗶𝗻𝗴? WARC’s 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 𝟮𝟬𝟮𝟱 report puts it plainly: “Creativity might be the single most important lever of advertising effectiveness.” 𝗬𝗲𝘁, 𝗶𝘁’𝘀 𝘀𝘁𝗶𝗹𝗹 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗹𝗲𝗮𝘀𝘁 𝗺𝗲𝗮𝘀𝘂𝗿𝗲𝗱. That’s changing. 📊 The integration of 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗱𝗮𝘁𝗮 𝗶𝗻𝘁𝗼 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗶𝘅 𝗠𝗼𝗱𝗲𝗹𝗹𝗶𝗻𝗴 (𝗠𝗠𝗠) is reshaping how we understand campaign performance, allowing marketers to 𝗾𝘂𝗮𝗻𝘁𝗶𝗳𝘆 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗶𝗺𝗽𝗮𝗰𝘁 𝘂𝘀𝗶𝗻𝗴 𝗲𝗰𝗼𝗻𝗼𝗺𝗲𝘁𝗿𝗶𝗰 𝘁𝗲𝗰𝗵𝗻𝗶𝗾𝘂𝗲𝘀. While the practice is still maturing, it opens a clear path to understanding how creativity drives commercial outcomes. And we’re proud to be part of that shift. 🚀 At Objective Platform, we partnered with Vidmob to bring creative measurement to life: by embedding creative scores into our MMM framework for a global FMCG client. The outcome? A breakthrough in creative accountability and smarter media decisions. 📥 Curious how it works in practice? Download the full case study 👉 https://hubs.li/Q043n6CG0 #WARC2025 #CreativeEffectiveness #MMM #Vidmob #ObjectivePlatform #MarketingMeasurement

The future of AI is agentic – and two people on our team are helping build it. Huge congratulations to Konstantinos Pantelios and Omid Abbasi, who received an Honorable Mention for Best in Production at the Google Cloud Agentic AI Hackathon 2026, held in Amsterdam on 16–17 March. Their project was recognised as Best Agents in Production across the entire hackathon – a remarkable achievement that reflects exceptional dedication, creativity and technical depth. At Objective Platform, we believe cutting-edge AI and rigorous data science go hand in hand. Events like this remind us why investing in talent and exploration matters and why we're proud to have minds like theirs on the team. Well done, guys. On to the next one! 🏆 #AgenticAI #GoogleCloud #AIHackathon #Innovation #ObjectivePlatform #MarketingMixModelling #DataScience

Why last-click attribution keeps misleading marketers: 60–75% of marketers say their measurement falls short on rigour, timeliness and trust — according to the IAB's State of Data 2026 report, which surveyed 400+ senior decision-makers at US brands and agencies. One of the biggest culprits? Last-click attribution. It rewards the final touchpoint before a conversion, which usually means paid search or retargeting gets all the credit. Meanwhile, the channels that actually drove awareness and consideration — TV, out-of-home, social — look like they contributed nothing. The result: budgets shift towards what's easy to track rather than what actually works. Marketing Mix Modelling takes a different approach. It evaluates the impact of all channels — online and offline — by analysing how they contribute to business outcomes over time. No cookies needed, no reliance on individual user tracking. If your budget decisions are still based on who got the last click, it might be time to zoom out. Attribution tells you who scored the goal. MMM tells you how the whole team played. So you’ve realised your attribution model is wrong. What now? Read our blog: https://hubs.li/Q047vLC00 #MarketingMeasurement #MMM #Attribution

Rethinking #RetailMedia: What’s under the surface? 🧐 Retail Media is now a cornerstone of marketing strategy for FMCG brands, blending commerce, data and media in ways traditional channels can’t. 𝗕𝘂𝘁 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗵𝗲 𝗵𝘆𝗽𝗲, 𝘄𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘁𝗮𝗸𝗲 𝘁𝗼 𝗺𝗮𝗸𝗲 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝘄𝗼𝗿𝗸? At its core, Retail Media activates first-party shopper data across onsite placements (search, product listings, display), offsite channels (CTV, programmatic, social) and in-store environments (smart shelves). That reach is powerful, but execution is only half the story. 𝗧𝗵𝗲 𝗯𝗶𝗴 𝗮𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲 – 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 Retail Media sits at the bottom of the funnel, where purchase intent is high. This makes it easier to attribute sales compared to channels like search or social. But easier attribution doesn’t always mean true incrementality, and that’s where things get tricky. 𝗪𝗵𝗮𝘁 𝘄𝗲’𝗿𝗲 𝘀𝗲𝗲𝗶𝗻𝗴: 1️⃣ 𝗜𝘁 𝗮𝗹𝗹 𝘀𝘁𝗮𝗿𝘁𝘀 𝘄𝗶𝘁𝗵 𝗱𝗮𝘁𝗮 The quality and granularity vary wildly between Retail Media Networks (RMNs). Grocery retailers often provide the insights — but since they also sell the media, bias is a risk. A neutral MMM provider using brand-side data offers a clearer, more objective view. 2️⃣ 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝗯𝗲𝗹𝗼𝗻𝗴𝘀 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗠𝗠𝗠 Too often, it’s treated as a separate bucket. But when included in your Marketing Mix Modelling (MMM), you can understand how it performs relative to other channels, unlocking smarter budget allocation and true performance insight. 3️⃣ 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗱𝗿𝗶𝘃𝗲𝘀 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗰𝗹𝗶𝗰𝗸𝘀 From in-store displays to sponsored product ads, creative can significantly influence outcomes. Brands are now A/B testing placements that used to be static. The question is: Are you measuring its impact? Retail Media is here to stay. But turning its potential into profit is something that many companies still struggle with. It requires a clear strategy and precise measurement. 𝗧𝗵𝗮𝘁’𝘀 𝘄𝗵𝗲𝗿𝗲 𝗠𝗠𝗠 𝗰𝗼𝗺𝗲𝘀 𝗶𝗻. 𝗕𝘆 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗻𝗴 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝗶𝗻𝘁𝗼 𝘆𝗼𝘂𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗶𝘅 𝗠𝗼𝗱𝗲𝗹𝗹𝗶𝗻𝗴, you cut through the noise and see what’s really driving results: not just clicks, but incremental sales and brand impact. Not just exposure, but true effectiveness. Are you treating Retail Media as part of your broader strategy, or still managing it in isolation? Let’s talk in the comments. ⬇️ 🔗 𝗥𝗲𝗮𝗱 𝗺𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗵𝗼𝘄 𝘁𝗼 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝘁𝗵𝗲 𝘁𝗿𝘂𝗲 𝗶𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗶𝗺𝗽𝗮𝗰𝘁 𝗼𝗳 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝗵𝗲𝗿𝗲: https://hubs.li/Q043nfW10 #RetailMedia #MarketingMixModelling #CreativeEffectiveness #MediaMeasurement #DataDrivenMarketing

What if the most powerful driver of your campaign’s success… 𝗶𝘀 𝘁𝗵𝗲 𝗼𝗻𝗲 𝘆𝗼𝘂’𝗿𝗲 𝗻𝗼𝘁 𝗺𝗲𝗮𝘀𝘂𝗿𝗶𝗻𝗴? WARC’s 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 𝟮𝟬𝟮𝟱 report puts it plainly: “Creativity might be the single most important lever of advertising effectiveness.” 𝗬𝗲𝘁, 𝗶𝘁’𝘀 𝘀𝘁𝗶𝗹𝗹 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗹𝗲𝗮𝘀𝘁 𝗺𝗲𝗮𝘀𝘂𝗿𝗲𝗱. That’s changing. 📊 The integration of 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗱𝗮𝘁𝗮 𝗶𝗻𝘁𝗼 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗶𝘅 𝗠𝗼𝗱𝗲𝗹𝗹𝗶𝗻𝗴 (𝗠𝗠𝗠) is reshaping how we understand campaign performance, allowing marketers to 𝗾𝘂𝗮𝗻𝘁𝗶𝗳𝘆 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗶𝗺𝗽𝗮𝗰𝘁 𝘂𝘀𝗶𝗻𝗴 𝗲𝗰𝗼𝗻𝗼𝗺𝗲𝘁𝗿𝗶𝗰 𝘁𝗲𝗰𝗵𝗻𝗶𝗾𝘂𝗲𝘀. While the practice is still maturing, it opens a clear path to understanding how creativity drives commercial outcomes. And we’re proud to be part of that shift. 🚀 At Objective Platform, we partnered with Vidmob to bring creative measurement to life: by embedding creative scores into our MMM framework for a global FMCG client. The outcome? A breakthrough in creative accountability and smarter media decisions. 📥 Curious how it works in practice? Download the full case study 👉 https://hubs.li/Q043n6CG0 #WARC2025 #CreativeEffectiveness #MMM #Vidmob #ObjectivePlatform #MarketingMeasurement

📊 Retail media keeps rising, but are you measuring its true value? According to eMarketer’s Retail Media Forecast 2025, 𝗿𝗲𝘁𝗮𝗶𝗹 𝗺𝗲𝗱𝗶𝗮 𝗶𝘀 𝗼𝗻 𝘁𝗿𝗮𝗰𝗸 𝘁𝗼 𝗲𝘅𝗰𝗲𝗲𝗱 𝟮𝟬% 𝗼𝗳 𝗮𝗹𝗹 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗮𝗱 𝘀𝗽𝗲𝗻𝗱 𝗯𝘆 𝟮𝟬𝟮𝟵. Even as growth slows slightly, its strategic importance is accelerating - brands are embedding it deeper into the marketing mix. 🚧 𝗕𝘂𝘁 𝘁𝗵𝗲𝗿𝗲’𝘀 𝗮 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲: As retail media grows, so do the complexities around it. Advertisers face a fragmented landscape: each retailer has its own platform, its own metrics, and its own way of reporting results. There’s no universal standard for how performance is tracked or reported, making it hard to compare results or understand what’s really working. On top of that, many measurement tools still focus on surface-level KPIs, leaving brands with limited visibility into true effectiveness or incremental impact. At Objective Platform, we’re helping brands tackle exactly that. Our latest article shows how 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗶𝘅 𝗠𝗼𝗱𝗲𝗹𝗹𝗶𝗻𝗴 (𝗠𝗠𝗠) 𝗰𝗮𝗻 𝗿𝗲𝘃𝗲𝗮𝗹 𝘁𝗵𝗲 𝘁𝗿𝘂𝗲 𝗶𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗶𝗺𝗽𝗮𝗰𝘁 𝗼𝗳 𝗿𝗲𝘁𝗮𝗶𝗹 𝗺𝗲𝗱𝗶𝗮, ensuring your growing investment actually drives business results. ✅ More clarity. Better decisions. Real value. 👉 Read the article: https://hubs.li/Q043n8Gx0 #ObjectivePlatform #MarketingMixModelling #RetailMedia #Incrementality #IncrementalImpact

Thinking about diving into 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗶𝘅 𝗠𝗼𝗱𝗲𝗹𝗹𝗶𝗻𝗴 (𝗠𝗠𝗠)? It can be a game-changer, 𝗯𝘂𝘁 𝗼𝗻𝗹𝘆 𝗶𝗳 𝘆𝗼𝘂 𝘀𝘁𝗮𝗿𝘁 𝘀𝘁𝗿𝗼𝗻𝗴. From ensuring you have the right data in place to aligning the model with your business objectives and understanding the marketing dynamics at play, these factors are crucial for success. By considering these three components, you can establish a solid foundation that enables 𝗶𝗺𝗽𝗮𝗰𝘁𝗳𝘂𝗹, 𝗱𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀 for your marketing efforts. So, 𝘩𝘰𝘸 do you build a strong foundation? Curious if your brand is ready for MMM? Let’s walk through the three key pillars to find out. #ObjectivePlatform #MarketingMixModelling