Upwave’s approach was to look at marketers as superheroes like Batman and Upwave as their Robin-like “brand outcomes sidekick.”

“With Upwave, you get the power of the only software platform solely focused on measuring and optimizing brand outcomes, cross channel capabilities, across CTV, digital, retail, media, linear and more,” said Upwave CEO Chris Kelly, who donned a cape for the occasion.

Upwave is developing its own sidelike, using “AI from the future” to summarize campaign performance and give optimization recommendations. Another AI tool measures campaigns against industry benchmarks.

Kelly said brands are looking to capture both the top and bottom of the marketing funnel, but he said it isn’t .”about blending performance and branding together, but recognizing them both discreetly.”

Upwave was joined by agency, media and DSP execs. “Up wave goes beyond just reporting on brand lift. We can see performance by partners, tactics, audience, you name it, and understanding really what the drivers of results are,” said Lindsay Weaver, senior VP, data & analytics at Universal McCann.