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.
On March 21, 2025, Upwave partnered with an unnamed company to introduce Resting Metabolic Rate (RMR) testing in Southern Maine. This collaboration expands access to fitness diagnostics in New England. A separate article discusses a CEO's opinion on retailers' attempts to create and maintain media networks for audience monetization. Another article details a brand lift study Madhive conducted, supported by Upwave's analytics platform. This study involved brand lift campaign creation, structured data collection, KPI-aligned surveys, and organized data outputs for result visualization. The study's success was noted.
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