Upwave is a Privately Owned company headquartered in the US. Founded in 2012, with approximately 60 employees, it reported $7.0M in revenue as of 2024. The company specializes in ad measurement and verification, functioning as an analytics platform for brand advertising.
On June 22, 2026, Upwave expanded its architectural partnership with MNTN to integrate native brand lift tracking directly into MNTN's advertising software suite. This deepened collaboration introduces a streamlined click-to-measure technical experience, providing omnichannel marketers accelerated access to in-flight data insights regarding how MNTN Performance TV campaigns influence consumer awareness, brand consideration, and other key mid-to-bottom-funnel metrics. This follows Upwave's announcement on June 19, 2026, of a deepened partnership with MNTN, which enabled MNTN advertisers to launch Upwave Brand Lift measurement directly within the platform to measure and optimize Brand Lift for their Connected TV (CTV) campaigns. Earlier, on May 19, 2026, Upwave appointed John Bulgrin, a former Comscore and Dynata executive, as Chief Revenue Officer. Bulgrin, an advertising measurement and media industry veteran, joined to accelerate growth amid rising demand for AI-powered Brand Outcomes measurement.
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