Advertisers invest heavily in branding, yet too often rely on fragmented and disconnected metrics. As a result, it remains unclear which media investments truly drive brand outcomes. WallyMatters addresses this challenge by scoring and optimising every impression across channels, using media signals that deliver proven brand results.
"Advertisers want to know which part of their media budget really makes a difference,” says co-founder Michiel Lok. “Our platform is already active in programmatic display, video, and CTV. Using AI trained on an extensive historical dataset, it predicts which placements deliver the greatest brand impact. This enables real-time, cross-channel campaign optimisation. In the next phase, we will add DOOH and social, allowing brands to manage their entire mix from a single platform.”
WallyMatters was founded by Robin Bach Kolling and Michiel Lok, who together bring more than 30 years of local and international experience in media, technology, and advertising. Both built a strong track record at GroupM, where they focused on scaling innovative propositions in programmatic media and emerging digital channels such as CTV and DOOH across multiple markets.
With this expertise and a shared passion for innovation, they are now building the next generation of media effectiveness with WallyMatters.
“In a time when branding is under pressure and AI is changing the rules of the game, digital marketing has become increasingly fragmented,” says co-founder Robin Bach Kolling. “Advertisers and agencies operate in an ever more complex media landscape, where metrics and data sources don’t communicate. It is now more urgent than ever to have one reliable compass that shows in real-time which media investments truly deliver value. That is exactly what we solve – by making every impression count.”
WallyMatters is available as of today for advertisers and agencies in the Netherlands, with the ambition to expand into other markets in the coming year.
More information: www.wallymatters.com
WallyMatters is a Brand Intelligence Platform that helps advertisers and agencies steer branding campaigns on outcomes instead of reach. The platform combines Brand Lift, Attention, and key media signals to predict and optimise in real-time across channels.
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