brand-measurement
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The Energy Drink That Vanished From a Video Game
Frameplay began with a missing can in PUBG. It now sells a more demanding idea: an ad can belong in a game world, earn its place with players, and still meet an advertiser’s need for proof.
Terri Walter Has Spent a Career Naming What Advertising Cannot Yet See
From the first 'Digital Mom' to the blind spots of AI-era advertising, Terri Walter has built a career around a stubborn question: what are marketers still failing to see?
Chris Kelly Is Teaching Brand Advertising to Show Its Work
The Upwave founder has spent more than a decade turning brand measurement from a backward-looking report card into a tool for making the next decision.
Upwave
Upwave is a San Francisco-based marketing analytics company that measures whether brand advertising actually works. Its enterprise platform tracks Brand Lift, validates brand reach, and surfaces optimization opportunities across CTV, digital, social, streaming audio, retail media and linear TV in a single real-time dashboard. Founded in 2012 as Survata and rebranded to Upwave in 2020, the company gives the world's biggest brand marketers - Unilever, Clorox, Verizon, American Express, T-Mobile and others - a scientific read on top-of-funnel metrics like awareness, consideration and its proprietary Purchase Propensity metric.