AMSTERDAM, July 1st, 2026 – Performance marketing has operated on direct, measurable results and continuous optimization for years. In brand building, this feedback loop is often missing. Advertisers too often evaluate the effectiveness of their creative after the fact, when campaign budgets are spent and adjustments are impossible. WallyMatters and alpha.one solve this through a strategic partnership. By directly connecting the predictive AI models of alpha.one to the brand impact data of WallyMatters, they create a workflow where advertisers can directly explain and optimize the impact of creative choices on brand perception.
"In today's market, creative effectiveness is too often disconnected from actual brand impact," says Daan van der Wiele, co-founder of alpha.one. "Visual attention is the gatekeeper of brand success. If an ad fails to capture attention, the message never lands. By integrating our neuroscientific models with WallyMatters data, advertisers no longer need to guess the cause of their campaign results. They instantly see which creative choices drive brand impact."
The partnership brings two independent data sources together into one integrated approach. alpha.one uses predictive AI to simulate human visual processing, predicting exactly where consumers look within display, static, and video ads.
WallyMatters then measures the actual shift in brand perception. Combining these insights makes the causal link between creative choices and campaign results clear. Advertisers can make informed decisions before and during campaigns about critical elements like brand presence, clarity of the proposition, and visual clutter. Where traditional brand measurement primarily answers whether a campaign worked, WallyMatters focuses on the next question: why did this campaign work, and how can results be improved further?
"We don't sell science; we use it to make marketing more effective and cut waste," says Coen Olde Olthof, co-founder of alpha.one. "This partnership provides brands with an objective standard to guide their campaigns. It removes subjectivity from the creative discussion and replaces it with predictive proof, leading to a directly higher ROI on media investments."
"Performance marketing developed into a discipline where results are continuously measurable and optimizable. Branding deserves that same standard. Where traditional brand measurement stops at measuring impact, WallyMatters starts with understanding and optimizing it," says Michiel Lok, co-founder of WallyMatters.
"With the integration of alpha.one, advertisers gain better insight into which creative choices genuinely contribute to brand growth. This makes it possible not only to measure brand impact, but to explain it clearly," says Robin Bach Kolling, co-founder of WallyMatters.
The combined insights will roll out in phases within the WallyMatters workflow, starting with static and display creation, followed by video optimization.
This partnership marks the next logical step for the industry: branding becomes measurable, explainable, and controllable. By connecting predicted attention with measured brand impact, WallyMatters and alpha.one make brand building just as accountable as performance marketing.
For more information, visit www.wallymatters.com and www.alpha.one.
alpha.one is an applied science company that brings neuroscience and AI to marketing. We exist to make creative decisions measurable, predictable, and easier for humans. By translating academic rigor into practical tools, we help brands act faster and reduce waste. Our suite of predictive AI solutions, including junbi and expoze, allows marketers to test and optimize content before spending a single euro. Learn more at www.alpha.one.
WallyMatters is a brand measurement platform that enables advertisers and agencies to measure and optimize the actual brand impact of their media campaigns. By providing continuous insights into brand lift and brand perception, the platform helps marketing teams explain why specific creatives work, allowing budgets to be deployed more effectively for sustainable brand growth. Learn more at www.wallymatters.com.
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