Upwave Appoints AI and Advertising Measurement Expert Peter Daboll to Advisory Program

Upwave Strengthens Leadership with Industry Veteran

Upwave, the leading analytics platform for brand advertising, has announced the appointment of Peter Daboll to its Advisory Program. This strategic move aims to bolster the company's position in the rapidly evolving field of brand measurement and advertising analytics 1

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Peter Daboll: A Pioneer in AI-Driven Advertising Measurement

With over 25 years of experience in advertising measurement, Peter Daboll brings a wealth of knowledge and innovation to Upwave. His career is marked by groundbreaking work in integrating advanced measurement models, AI tools, and innovative testing systems to enhance advertising success 1

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Daboll's impressive track record includes:

• Transforming video metrics as CEO of Ace Metrix, leading to the company's acquisition in 2020
• Revolutionizing ad performance measurement through leadership roles at iSpot.tv, Yahoo!, and comScore Media Metrix
• Setting new industry benchmarks with AI-driven advertising measurement and semantic analysis tools 1

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Impact on Upwave and the Industry

In his new advisory role, Daboll will work closely with Upwave's leadership team to:

1. Guide strategic initiatives
2. Enhance advertising measurement capabilities
3. Explore new avenues for growth

His expertise is expected to directly benefit Upwave's brand and agency clients by providing more precise and actionable insights in a rapidly changing marketplace 1

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Industry Recognition and Thought Leadership

Daboll's contributions to advertising research have earned him significant recognition:

• Author of the best-selling book "AD-itude"
• Featured on major news networks including CNN, FOX, and CNBC
• Recipient of the prestigious "Great Mind" award from the Advertising Research Foundation (ARF) 1

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Upwave's Vision and Future Direction

Chris Kelly, CEO of Upwave, emphasized the significance of Daboll's appointment, stating, "His unmatched expertise in advertising effectiveness—particularly creative effectiveness—combined with his forward-thinking approach to measurement, will be a game-changer as we push the boundaries of innovation in brand analytics" 1

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Daboll expressed his enthusiasm for joining Upwave, recognizing the company's role in revolutionizing brand optimization and measurement. He looks forward to leveraging his experience in media and technology to help Upwave reach new heights 1

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Upwave's Expanding Advisory Network

Daboll joins an esteemed group of advisors and investors at Upwave, including industry leaders from companies such as Roku, VideoAmp, Vizu, Westwood One, Moat, LiveRamp, and The Trade Desk. This diverse and experienced advisory team further strengthens Upwave's position in the market 1

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About Upwave

Upwave positions itself as the Analytics Platform for Brand Advertising, focusing exclusively on measuring and optimizing brand lift driven by advertising. The company's AI-driven SaaS platform provides real-time, top-of-funnel measurement across various media channels, including CTV, Digital, Retail Media, Social, Streaming Audio, Linear, and Addressable 1

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