Penetrace
AcquiredFounded 2002 Β· 18 employees on LinkedIn Β· 1 known investors
Penetrace provides a platform for measuring and evaluating marketing campaign and brand performance, using benchmarking, a 360Β° view, and machine learning-based sales modelling and prediction. It serves advertisers and their media agencies, originally in the Nordic region and later expanding to Europe and global markets.
Also known as Penetrace AS
Founders & leadership
Penetrace was founded in 2002 by Henning Tunsli.
Investors Β· 1
Company profile
researched Aug 2026Penetrace operates a marketing intelligence platform that lets advertisers, media agencies and media companies measure and improve marketing performance. The platform is organised around three products: Campaign Monitor, for ordering and reporting pre- and post-campaign performance reviews with benchmarking against selected campaigns or average performance; Trend Monitor, a data-integration and dashboarding environment aimed at brand managers and CMOs for tracking upper- and lower-funnel KPIs, customer segments, correlation and significance testing, and competitor positions; and Penelytics, a self-service marketing mix modelling studio.
Campaign Monitor is integrated with panel providers in multiple countries so campaign reviews can be ordered in any market, and the company states it can integrate additional panel suppliers where clients hold their own procurement agreements. Penelytics is described as cookie-independent and GDPR-friendly, using live data integrations and machine learning to produce media attribution outputs in three reports: a waterfall decomposition of sales drivers, cost-to-revenue by media channel, and suggested optimal media spending and allocation across offline and online channels. Alongside software, Penetrace offers onboarding and consulting services covering KPI set-up, data set-up and dashboard design, delivered through structured workshops.
Founding story
According to the company's account, six advertisers in the Nordic region met in 2005 to address how to improve return on marketing investment without increasing budgets; they had large volumes of research and sales data but found the complexity exceeded their ability to identify what worked. The consortium agreed to invest EUR 100,000 in an idea presented by founder Henning Tunsli: a systematic approach to measuring and evaluating campaign and brand performance based on common definitions of cause and effect measures, resulting in benchmarking and 360-degree view tools.
Business model
Penetrace sells access to its software platform to brand owners, agencies and media companies, complemented by onboarding, training and consulting services such as clarity workshops covering KPI prioritisation, data structuring and dashboard design. Campaign reviews are ordered within the product and fulfilled through integrated consumer panel providers.
Traction
By 2009 approximately 3,000 users across 2,000 business units in Europe received Penetrace reports, with more than 100 brand trackers imported weekly and about 300 post-tests reported. The company states that a few hundred brand owners use its platform and that marketing and campaign managers have conducted more than 20,000 campaign reviews through Campaign Monitor over 15 years.
Latest developments
Nordic9 reported on 6 September 2024 that Penetrace was acquired by Orbify ai; no deal value or total investment figure was disclosed.
βΈFull profile β market position, technology, go-to-market, geography, history
Market position
The company positions itself as built by advertisers for advertisers, contrasting its transparent modelling approach with "black box" attribution suppliers and its analytical tooling with dashboard-only products. It states that a few hundred brand owners use the platform and that more than 20,000 campaign reviews have been conducted through Campaign Monitor over 15 years.
Stated points of difference include origin as a consortium of advertisers, benchmarking across campaigns and sectors, an operational rather than annual approach to media attribution, a self-service no-code modelling studio requiring no set-up, and marketing mix modelling that does not depend on cookies or personal data.
Technology
The platform combines data integrations from multiple sources, benchmarking and dashboarding, statistical tools including filtering, correlation, significance testing and calculated financial KPIs, and integrations with consumer panel providers for fieldwork. Penelytics is a no-code marketing mix modelling studio that runs on live data and machine learning and is described as independent of cookies and personal data; machine learning for sales modelling was introduced in 2017.
Go-to-market
Distribution has relied on direct sales to advertisers alongside strategic partnerships with media agencies in the Nordic countries and the UK, plus onboarding workshops, product demonstrations and a demo area for prospective users.
Advertisers and brand owners, in particular brand managers and CMOs and campaign and marketing managers, together with media agencies, consultants and media companies.
Geography
Originating in the Nordic region with a team in Sweden and a strategic partner in Denmark, and a partner agency in the UK from 2016; reporting reached business units across Europe and a global client contract covered Asia, Europe and America. The website is offered in English, Swedish and Norwegian.
History
After the 2005 consortium, seven marketing directors launched the platform in 2007 at a Nordic seminar hosted by the Norwegian Association for Advertisers, making it available to advertisers across the Nordic region. By 2009 around 3,000 users in 2,000 business units across Europe were receiving reports, with over 100 brand trackers imported weekly and roughly 300 post-tests reported. In 2011 the first global client signed a long-term contract covering Asia, Europe and America, a team was set up in Sweden and a strategic partner engaged in Denmark. A UK partner agency was signed in 2016. In 2017 the company implemented machine learning for sales modelling and data-driven prediction. Nordic9 reported in September 2024 that Penetrace had been acquired by Orbify ai.
Compiled by commissioned research from 6 cited public sources β announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed β not independently audited.
Timeline Β· 6
launches, deals, and filingsNordic9 reported that Penetrace, a company in the advertising, media and online marketing space, was acquired by Orbify ai. No deal value was disclosed.
New big-data technology was tested and machine learning implemented, enabling users to perform sales modelling faster and use data-driven prediction.
Penetrace signed with an award-winning partner agency in the UK, supporting expansion in the international advertiser market.
The first global client signed a long-term contract covering Asia, Europe and America; a team was established in Sweden and a strategic partner in Denmark.
Seven marketing directors launched the measurement approach at a Nordic seminar hosted by the Norwegian Association for Advertisers, making the platform available to advertisers across the Nordic region.
Six Nordic advertisers agreed to invest EUR 100,000 in an idea presented by founder Henning Tunsli for a systematic approach to measuring and evaluating campaign and brand performance, producing benchmarking and 360-degree view tools.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
βΈResearch sources Β· 6
primary sources listed
- Penetracepenetrace.com Β· web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Penetrace do?
- Nordic marketing intelligence platform for campaign, brand and media-mix measurement, acquired by Orbify ai in 2024.
- Who founded Penetrace?
- Penetrace was founded by Henning Tunsli in 2002.
- Who are Penetrace's investors?
- Penetrace's investors include Skagerak Capital.