Newion led a €2M investment round in Objective Platform

Published on November 15, 2020

AMSTERDAM / LONDON, 16 November 2020 – Objective Platform, the European scale-up that provides marketing measurement and optimization software, has received €2M funding in an investment round led by Newionearly stage investor in B2B software companies. Robbert Visser (former CFO Dept) and existing investor The Hatch Firm participated in the round. 

Objective Platform was founded in 2014 by Willem van der Weide and André Merkus to help companies take control of their media investments. The SaaS platform brings transparency to complex omnichannel media landscapes. By linking all relevant data sources to a single source of truth, it can include all digital and traditional media channels in marketing measurement models. This results in both strategic and tactical insights that marketers need to plan and optimise campaigns across channels. Today companies like Deutsche Telekom Group, Coolblue and Vattenfal use Objective Platform to maximize marketing impact and efficiency via an optimised media mix. 

Rudy de Back, CEO Objective Platform and based in London: “Having opened offices in Singapore and London recently, this investment comes at a pivotal moment. It is fantastic to have the support of three top-tier investors as we strengthen our position -and the position of our customers- in Europe and Asia. The funding will be used to further expand our great team and platform.”

Mathijs de Wit, Partner at Newion: “We are proud to partner with Objective Platform, as we see them become the leading vendor of marketing measurement and optimization software. Marketing is increasingly influenced by modeling and statistics capabilities. This explains why companies all around the world reach out to Objective Platform to optimise their media investments.”

About Objective Platform

Objective Platform is a SaaS solution, allowing companies to track and optimize their omnichannel media investments. By maximizing the use of available data sources, marketing measurement models offer a holistic view across digital and traditional media without sacrificing granular information. As a result, advertisers gain strategic and tactical insights to support budget allocation across time periods, campaigns and channels. Objective Platform also helps advertisers build resilience against data restrictions attributable to cookie and privacy regulations. With Objective Platform, customers like Deutsche Telekom Group and Vattenfall take full control of their media investments. The team works from offices in Amsterdam, London and Singapore.

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About Newion 

Newion is a leading Amsterdam-based venture capital firm, focused on early stage investments in European B2B software companies with a global ambition. Newion has been among the best-performing fund managers in its sector since its start in 2000. The company has invested in 70+ companies, among which: Collibra, Reasult, Nallian, Foleon, CustomerGauge, L1NDA, Swipeguide, DataStories, Deliverect, APICBASE and ValueBlue. Newion has exited companies like Oxxio, Mirror42, Q-go and 24iMedia. Newion III is supported by InnovFin Equity, with the financial backing of the European Union under Horizon 2020 Financial Instruments and the European Fund for Strategic Investments (EFSI), set up under the Investment Plan for Europe. The purpose of EFSI is to help support financing and implementing productive investments in the European Union and to ensure increased access to finance. Please visit for more information

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