Upwave, a privately owned US-headquartered company, was founded in 2012. It employs approximately 60 individuals and reported $7.0M in revenue as of 2024. The company specializes in ad measurement and verification, functioning as an analytics platform for brand advertising.
Upwave released its April 2026 product notes on April 23, introducing tables within AI Campaign Insights Sessions. This update enables users to ask Bayes, Upwave’s AI agent, directly about lift results or optimization opportunities for campaigns by KPI or by cut, streamlining the process from question to deliverable. Previously, on March 22, the company published an article advocating for a new era of brand growth, observing that performance marketers adapted to data challenges, such as the 70% drop in iOS conversions on platforms like Meta after Apple’s 2021 App Tracking Transparency update, by engineering signals for business value, while brand marketers often optimize for less effective metrics. Earlier, on March 18, Upwave CEO Chris Kelly examined the impact of performance pressure on media allocation decisions, noting Anthropic's Super Bowl advertisement criticizing OpenAI's decision to permit advertising in ChatGPT. This followed Upwave's exploration on January 20 of how artificial intelligence is reshaping the advertising industry in 2026, integrating into campaign creation, deployment, and measurement, and potentially helping marketers achieve personalization at scale and closed-loop measurement as channels like connected TV and retail media become performance-driven.
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