About Us

WallyMatters challenges the way brand advertising is measured and optimised. We move beyond reach and exposure to focus on what truly drives growth: attention, brand lift, and intent.
Our platform brings together proprietary signals, fast brand lift studies, and predictive modeling. This enables marketers to cut waste and activate campaigns with confidence across every channel.
Trusted by leading partners to maximize brand impact and deliver measurable growth

We're passionate about  challenging the status quo.

Our mission is to make brand advertising more effective. We unite measurement and activation so marketeers can cut waste, prove real impact, and grow brands with confidence.
We're committed to transform complex data into actionable insights that help advertisers and agencies drive measurable results.
Our robust infrastructure and scalable architecture are designed to grow with your business.
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IAI-driven optimisation for maximum brand impact
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Partners

Meet the founders

WallyMatters was founded in 2025 by Robin Bach Kolling and Michiel Lok, who bring more than 30 years of international experience in media, technology, and advertising.

Having led innovation and product development in programmatic media and across emerging channels such as CTV, and DOOH at GroupM, they now apply that expertise to redefine how brand effectiveness is measured and activated.
Michiel Lok
Managing Partner
Robin Bach Kolling
Managing Partner

Let's connect

Curious how WallyMatters could unlock brand impact for your team? Let's take 20 minutes to show you what's possible.