Penetrace AS and RAM AB are joining forces to create RAM Penetrace.
Penetrace AS, the Norwegian analytics company, has completed the acquisition of 100% of the shares in Sweden-based RAM AB (Research and Analysis of Media in Sweden AB), including its subsidiaries, with accounting effect from January 2025. Following the transaction, the combined company will operate under the name RAM Penetrace, creating what will be the Nordic region’s largest and most comprehensive player in advertising and communication effectiveness measurement.
Two companies with complementary strengths
The two companies complement each other strongly. RAM is a leading insight and technology company for media organizations, offering reach measurement, panel management, measurement of editorial content, and advertising-effect measurement across both digital and physical media. The company serves an extensive portfolio of media clients across the Nordics, the UK, Germany, Europe, and North America. Penetrace, on the other hand, is a full-service decision-support provider for advertisers, delivering campaign effectiveness measurement, brand competitiveness tracking, and AI-based models that enable optimization of media investments to drive growth. Penetrace currently serves around 200 brands operating across Europe and the US.
Creating unmatched scale in advertising effectiveness
“There is no one else who matches our combined capabilities after this acquisition,” says Henning Tunsli, founder and CEO of Penetrace, who will assume the role of CEO of the merged company, RAM Penetrace. “Together, we bring unmatched scale, data depth, and analytical expertise to advertisers, agencies, and media owners.”
AI-driven insight from a unique data foundation
RAM Penetrace will manage one of Europe’s largest databases for advertising effectiveness, built on millions of survey responses collected over more than 20 years. Prior to the acquisition, RAM and Penetrace had already begun developing a shared AI strategy based on generative AI. With additional technology and expertise from Orbify.AI—Penetrace’s parent company since September 2024—the new group will accelerate the development of advanced AI-driven solutions that deliver faster learning, clearer insights, and more effective advertising.
A key step in Orbify.AI’s growth strategy
“This acquisition is a natural next step in our strategy to build a new Nordic market leader in advertising and communication effectiveness,” says Axel Tenvik, CEO of Orbify.AI and Chairman of the Board at Penetrace. “RAM Penetrace represents significant growth opportunities across new geographies and AI-driven services, and supports Orbify.AI’s ambition of reaching more than NOK 200 million in revenue by 2026.”
RAM was founded in 2002 by Staffan Hultén, who will continue as an advisor to RAM Penetrace, focusing on product development and customer training. “I’m pleased that RAM is becoming part of something larger and future-oriented,” says Hultén. “With the combined data foundation and AI capabilities, RAM Penetrace has a unique opportunity to set a new standard for advertising effectiveness measurement.”
With operations and customers spanning multiple international markets, RAM Penetrace aims to scale proven measurement methodologies, expand into new regions, and develop next-generation AI-driven insights that help marketers, agencies, and media owners make better decisions and achieve more effective communication.
