# 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.

- **Founded:** 2012
- **Headquarters:** San Francisco, California, United States
- **Founders:** Chris Kelly (Founder & CEO)
- **Team size:** ~55 employees
- **Products:** Brand Lift, Brand Outcomes Platform, Purchase Propensity, Brand Reach / Targeting Verification, Customer Forecast Metric
- **Notable:** Rebranded from Survata to Upwave in September 2020 to reflect its shift to a brand-outcomes platform, Measured over one trillion ad impressions for 1,000+ advertisers, Won the Generative AI Innovation Award in the 8th annual AI Breakthrough Awards

## Products & services

- **Brand Lift** — Measures incremental change in brand KPIs - awareness, recall, consideration, favorability, purchase intent - driven by advertising, offered in both Observed and Predictive methodologies.
- **Brand Outcomes Platform** — A real-time dashboard delivering nightly cross-media brand-lift reads across CTV, digital, social, retail media, streaming audio, linear and addressable TV, with campaign and portfolio views.
- **Purchase Propensity** — Upwave's proprietary lower-funnel metric predicting a consumer's likelihood to purchase as a result of a brand campaign.
- **Brand Reach / Targeting Verification** — Validates whether campaigns reached the intended audience and delivered against targeting goals.
- **Customer Forecast Metric** — An industry-first metric that predicts the long-term customer lift generated by each brand campaign and tactic.

## Achievements

- Rebranded from Survata to Upwave in September 2020 to reflect its shift to a brand-outcomes platform
- Measured over one trillion ad impressions for 1,000+ advertisers
- Won the Generative AI Innovation Award in the 8th annual AI Breakthrough Awards
- Member of Y Combinator Summer 2012 batch
- Raised $21.8M across seed, Series A and Series B rounds
- Serves blue-chip enterprise brands including Unilever, Verizon and American Express

## Latest updates

- **2026-06** — Upwave and MNTN expanded their partnership to scale brand-outcomes measurement on Connected TV, with a tighter integration for CTV advertisers.
- **2024-11** — Upwave welcomed measurement veteran Peter Daboll to its Advisory Program to guide strategic initiatives and growth.
- **2024-07** — Upwave introduced an industry-first Customer Forecast Metric to predict long-term customer lift from brand campaigns.

## Links

- Website: https://www.upwave.com
- LinkedIn: https://www.linkedin.com/company/upwaveinc
- Twitter/X: https://twitter.com/survata
- Facebook: https://www.facebook.com/survata

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Profile page: https://yespress.io/upwave
Published by YesPress — https://yespress.io
Last updated: 2026-07-10