Penetrace Announces Completion of Acquisition of RAM AB – Creating the Nordic Region’s Largest Provider of Advertising Effectiveness Measurement

The Norwegian analytics company Penetrace AS announces the completion of the acquisition of 100% of the shares in Swedish company RAM AB (Research and Analysis of Media in Sweden AB) and its subsidiaries, with accounting effect from January 2025.

The two companies complement each other exceptionally well. RAM is a leading analytics and technology company specialising in insights and analysis for media companies. Its services include reach measurement, panel management, monitoring consumer feedback on editorial content, and scalable ad effectiveness measurement across both digital and physical media. RAM has built an impressive portfolio of media clients across Europe and the United States.

Penetrace, on the other hand, is a full-service provider of decision-support solutions for advertisers. Its offering includes ad effectiveness measurement, brand competitiveness monitor, and AI-driven models that enable optimisation of media investments to boost clients’ top-line growth. Penetrace currently serves around 200 brands operating primarily across Europe.

“With this acquisition, no other company in the market can match our position,” says Henning Tunsli, Founder and CEO of Penetrace, who will also serve as CEO of the newly combined company.

The new entity will operate under the name RAM Penetrace. For more information: http://www.rampenetrace.com.

In September 2024, Orbify.AI acquired Penetrace from Verdane. “The acquisition of RAM AB is a natural next step in our strategy to build a new Nordic market leader in advertising and communications effectiveness for advertisers, agencies, and media companies. RAM Penetrace creates significant growth opportunities within AI, across new geographic markets, and contributes to Orbify’s target of exceeding NOK 200 million in revenues in 2026,” says Axel Tenvik, CEO of Orbify.AI and Chairman of Penetrace.

AI-Powered Insights from a Unique Advertising Effectiveness Database
RAM Penetrace manages one of Europe’s largest advertising effectiveness databases, with millions of survey responses collected over more than 20 years. Prior to the acquisition, RAM and Penetrace had already begun developing an AI strategy based on generative AI.

“With Orbify.AI’s technology and expertise in artificial intelligence, RAM Penetrace now has the ability to accelerate this strategy and launch entirely new and unique solutions,” says Staffan Hultén, Founder and outgoing CEO of RAM.

“This new leader in advertising effectiveness will become an attractive hub for advertisers, creatives, media consultants, and all marketing professionals. With our AI services, we expect to see an exponential learning curve for all users – ultimately leading to more effective advertising,” adds Tunsli.

About RAM – 20 Years of Expertise in Media Analysis
RAM AB was founded in 2002 by Staffan Hultén and has specialised in measuring advertising effectiveness, editorial content, and content marketing. The company has clients across the Nordics, the UK, Germany, and North America. Its methodology is based on representative panels and cross-channel measurement.

“I am delighted that RAM is now becoming part of something bigger and future-oriented,” says Hultén, who will remain with RAM Penetrace as an advisor focusing on product development and client training.

About Penetrace
Penetrace AS is a wholly owned subsidiary of Orbify.AI AS. By using artificial intelligence, including machine learning, it delivers technology that explains the long-term (brand) and short-term (sales) effect of advertising. The platform consists of three tools: Campaign Monitor (campaign effectiveness), Trend Monitor (brand and reputation impact) and Penelytics (MMM modelling and simulation). The company offers its solutions to over 200 brands in more than 15 countries.

About Orbify.AI
Founded in 2021, Orbify.AI delivers AI-based SaaS solutions providing portfolio companies with advanced data processing, analytics, prediction, and agentic AI. The company has developed Orbify.DEP™, a data enrichment platform, and SupportPilot™, an AI agent framework capable of autonomously executing complex tasks and processes. Orbify.AI grows through strategic acquisitions in the technology sector, where its AI solutions are used both for internal efficiency and as integrated services available to portfolio companies’ end clients.

Contacts:
Henning Tunsli, CEO Penetrace – +47 928 03 069 / henning@penetrace.com
Axel Lileng Tenvik, Chairman Penetrace & Group CEO Orbify.AI – +47 922 08 020 / axel@orbify.ai
Staffan Hultén, Founder RAM – +46 703 24 91 93 / staffan.hulten@rampanel.com