Upwave Announces Predictive Brand Lift™ in Closed Beta

Upwave expands access to its surveyless approach to Brand Lift measurement

SAN FRANCISCO, Sept. 09, 2026 (GLOBE NEWSWIRE) -- Upwave, the Brand Outcomes Measurement Platform, today announced the closed beta of Predictive Brand Lift™, a new surveyless approach to Brand Lift measurement. After more than a year of development, testing, and refinement with select customers, Predictive Brand Lift is now entering its Next phase through a closed beta program.

For years, Brand Lift measurement has relied solely on exposed and control surveys to understand advertising impact. Predictive Brand Lift takes a fundamentally different approach, applying Upwave’s proprietary Bayesian modeling, AI, and years of Observed Brand Lift™ measurement across more than 3,000 brands to measure Brand Lift without requiring consumer surveys.

With the introduction of Predictive Brand Lift, Upwave will offer customers two complementary approaches to Brand Lift measurement. Observed Brand Lift combines Upwave’s industry-leading survey methodology with advanced analytics to deliver direct measurement of campaign impact, while Predictive Brand Lift applies Upwave’s proprietary Bayesian modeling and AI to measure Brand Lift without consumer surveys. Together, the two methodologies give advertisers the flexibility to measure virtually any campaign with the approach best suited to its objectives, audience, and scale.

“We’re opening the door to a new generation of Brand Lift measurement,” said Chris Kelly, CEO of Upwave. “Historically, various constraints meant advertisers could only measure a fraction of their campaigns. By offering both Observed Brand Lift and Predictive Brand Lift, we can extend Brand Lift to campaigns that previously fell below measurement thresholds, generating more insights and a more complete understanding of brand performance.”

The closed beta represents the Next milestone in the evolution of Predictive Brand Lift. Over the coming months, Upwave will continue partnering with customers to validate performance across additional campaign types, industries, and media environments while refining the product ahead of broader availability.

“Predictive Brand Lift has been in development behind the scenes for more than a year as we’ve validated the science and refined the methodology,” Kelly added. “As we expand access through closed beta, we’re excited to work with more customers as we continue defining the future of Brand Outcomes measurement.”

Predictive Brand Lift is currently available in closed beta for select Upwave customers and partners. For more information, visit www.upwave.com.

About Upwave

Upwave is the Brand Outcomes Measurement Platform. The only company entirely focused on measuring and optimizing brand lift driven by advertising, Upwave has measured Brand Outcomes across more than 3,000 brands and is trusted by the world’s leading advertisers, agencies, and media partners. Upwave brings science to top-of-funnel with its robust, AI-driven SaaS platform, providing real-time measurement across CTV, Digital, Retail Media, Social, Streaming Audio, Linear, and Addressable. The company is based in San Francisco and New York and backed by leading Silicon Valley venture capital investors. Learn more at www.upwave.com.

Media Contact
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JMAC PR for Upwave
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