Dutch AI startup Billy Grace secures $3.2M to scale its cookieless marketing platform
Billy Grace raises $3.2M to expand its AI marketing platform, helping brands fix attribution and performance tracking without third-party cookies.
Last month, Dutch martech startup Billy Grace announced it had raised €3 million (around US$3.2 million) in seed funding. The round was led by Belgian VC Fortino Capital alongside a group of angel investors.
The startup says it saw 700% growth in 2024 and plans to use the new capital to scale its AI-powered marketing analytics platform across Europe and the US. It’s already in use by brands such as DPG Media, Otrium, Stanley, Matt Sleeps, and Intratuin.
For marketers grappling with fragmented data and shifting privacy norms, Billy Grace is positioning itself as a one-stop shop to make sense of performance metrics without third-party cookies.
What is Billy Grace?
Billy Grace offers a privacy-first marketing optimization platform that replaces patchy, manual attribution with automated AI analytics.
At its core, the platform uses a first-party pixel and modeled attribution to give marketers a “single source of truth” about ad performance—no third-party cookies required. That data flows into centralized dashboards designed to clarify which channels and campaigns are driving actual growth.
Its features include:
- First-party tracking that enriches data across devices and channels
- Modeled attribution that adjusts for bias and missing touchpoints
- Centralized analytics cockpit for real-time decision-making
- AI-powered optimizations to automate campaign adjustments
The platform caters to in-house marketing teams and agencies alike, helping them reclaim lost time and budget from inefficient reporting setups.
Enricko Lukman
Why this matters for marketers
Performance marketers have long struggled with two interlinked problems: unreliable attribution models and a lack of centralized, actionable insights. The deprecation of third-party cookies, coupled with privacy updates from platforms like iOS, has only made things worse.
Billy Grace tackles this by offering:
- Trustworthy, GDPR-compliant tracking
- Clear ROI signals across ad platforms
- Automation that frees up time for creative strategy
For performance-driven teams juggling dozens of campaigns, the promise is not just better data, but better decisions—delivered faster.
What is Billy Grace's traction?
The startup reports:
- 700% growth in 2024
- Clients across the Netherlands, US, Germany, UK, and Sweden
- Notable brands using the tool include DPG Media Group, Stanley, Otrium, Matt Sleeps, and Intratuin
- This funding round brings the company's total funding to approximately US$5.8 million over two rounds.
While revenue and pricing details are not disclosed publicly, the platform is marketed towards growth-stage e-commerce brands and mid-sized media teams.
Who are Billy Grace's founders?
Billy Grace was co-founded in 2021 by:
- Mitch Voskuilen (CEO): A former digital consultant and e-commerce entrepreneur. He also co-founded Shopify marketing agency CroudX.
- Robin Friend (COO): A seasoned startup operator with past ventures in IT staffing and recruitment tech. Previously co-founded Moongro and True Legends.
- Tjadi Jesse Peeters (Data/Tech Lead): A data scientist with prior experience at FrieslandCampina and Digital Power. His focus lies in modeling attribution algorithms and predictive analytics.
Together, the trio blends marketing, operations, and AI engineering experience—reflecting the platform’s technical depth and commercial focus.
Who are Billy Grace's competitors?
Billy Grace competes in a growing field of cookieless attribution and AI-powered marketing performance tools. Key competitors include:
- Wicked Reports: a US-based attribution tool focused on first-party data for e-commerce marketers. Claims to help reduce CPA by 20–30% with real-time attribution insights.
- Rockerbox: known for its cookieless, multi-touch attribution platform. Works with DTC brands like Rothy’s and Burrow. Has raised over US$20 million in funding to date.
- Measured: offers incrementality-based measurement and attribution for media mix optimization. Serves enterprise e-commerce clients and has raised US$21 million.
Final takeaway
As marketers continue to shift away from cookies and toward privacy-centric data strategies, tools like Billy Grace are poised to become foundational. The startup’s latest funding round signals growing appetite for platforms that simplify attribution and automation without compromising compliance or clarity.
With early traction across Europe and the US, and a surge in AI-driven marketing ops, Billy Grace may soon become a default tool in the modern marketer’s stack.
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