Upwave, a privately owned US-based company founded in 2012, provides ad measurement and verification services. Its analytics platform focuses on brand advertising. As of 2023, the company employs approximately 60 people and generates less than $10 million in annual revenue.
IPG Mediabrands and Acxiom launched Acxiom Contextual CTV powered by IRIS_ID, a solution for Connected TV (CTV) advertising, through a partnership with IRIS.TV. A new feature allows access to more campaign cuts, including State Survey Completion Month and Survey Completion Quarter cuts, available in lift optimization and reach tabs, and downloadable results. Marketers currently face challenges including uncertainty around TikTok, antitrust issues, agency consolidation, and the impact of artificial intelligence. Analysts advise technology leaders to manage expectations regarding generative AI, suggesting it be viewed as a long-term strategic investment. An advertiser playbook helps advertisers assess existing tools, explore new opportunities using GenAI, and build a foundation for future scalability.
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