Upwave, a privately owned company headquartered in the US, was founded in 2012 and employs approximately 60 individuals. Specializing in ad measurement and verification, the company reported $7.0M in revenue as of 2024. Upwave operates as an analytics platform for brand advertising.
On March 22, 2026, Upwave highlighted that performance marketers have overcome data challenges, such as the 70% decline in iOS conversions on platforms like Meta after Apple’s App Tracking Transparency in 2021, by creating signals focused on actual business value, while brand marketers continue to optimize for less efficient metrics. Previously, on March 18, 2026, Upwave CEO Chris Kelly analyzed how performance demands influence media allocation decisions, citing Anthropic's Super Bowl advertisement which criticized OpenAI's decision to permit advertising in ChatGPT. Earlier, on January 20, 2026, Upwave noted that artificial intelligence is fundamentally changing the advertising landscape in 2026, impacting campaign creation, deployment, and measurement, and could facilitate personalization at scale and closed-loop measurement across new channels from connected TV to retail media.
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