Uncover

What Uncover does

Uncover (legal name UNCOVER DESENVOLVIMENTO DE SOFTWARE LTDA.) is a Brazilian martech company founded in 2020 and headquartered in São Paulo that builds an AI-powered Marketing Mix Modeling (MMM) platform for measuring and optimizing marketing investments across online and offline channels. The platform applies Bayesian causal inference, statistical regression, and machine learning to integrate data from multiple sources — media spend, sales/revenue, pricing, promotions, macroeconomic conditions, and competitor activity — via API connectors, and delivers always-updated ROI analysis, budget scenario planning, and revenue forecasting. Proprietary algorithmic components include an Adstock model (handling media lagged effects up to 8 weeks), Hill-function-based Saturation Curves, and an Uncovered Potential module that models revenue sensitivity to external variables; the company claims 90%+ model accuracy generally and 96% on the Burger King deployment.

The business operates two product surfaces: Uncover ROI, an enterprise platform sold via setup fee plus recurring annual license with optional ad-hoc studies, and MMM Starter, a self-serve module launched in March 2025 targeting mid-sized advertisers spending approximately R$300K per month with implementation timelines measured in weeks rather than months. Go-to-market combines direct enterprise sales, a waitlist-driven PLG motion for MMM Starter, partner agencies and data providers, and a flagship alliance with Google as the #1 Meridian certified partner worldwide, with additional integrations to Meta, TikTok, Netflix, Kwai, Eletromidia, and LiveRamp. Operations span Brazil, Mexico, Canada, and the United States, with named enterprise customers including Unilever, Burger King, Reckitt/Opella/Sanofi, Cogna, Santander, Nubank, Volkswagen, Magazine Luiza, Casas Bahia, KaBuM!, Oi, Alpargatas, Tembici, Stone, Coppel, and Ânima. As of the June 2026 $16M Series A led by Cloud9 Capital, the company reported being profitable with strong platform adoption and earmarked proceeds for US expansion and product development.

Name

Uncover

Legal name

UNCOVER DESENVOLVIMENTO DE SOFTWARE LTDA.

Website

https://uncover.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

Uncover is a Brazilian martech company that offers an AI-powered Marketing Mix Modeling platform for measuring cross-channel marketing ROI and optimizing media budgets. It serves large enterprise advertisers such as Unilever, Burger King, Cogna, and Santander, plus mid-sized advertisers via its MMM Starter self-serve tier.

Ownership category

akta.pro rank

Product category

Marketing Analytics Software

NAICS

Marketing Research and Public Opinion Polling (541910), Media Buying Agencies (541830), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)

akta.pro secondary industries

Marketing Mix Modeling, Attribution & Propensity Scoring (HDAAAHAH), Performance Analytics, Attribution & Measurement (MMM/MTA) (BPAFACAJ), Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)

Keywords

• Marketing mix modeling
• Marketing analytics software
• Media budget optimization
• Cross-channel ROI measurement
• Advertising effectiveness analytics

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Platform Subscription (Uncover ROI): Pricing is based on a setup fee and a recurring license fee, with the option for ad-hoc studies. The platform is sold as a subscription SaaS with enterprise contracts typically involving onboarding, platform access, ongoing model calibration, and strategic consultancy support.
2. MMM Starter Subscription: Targeted at mid-sized advertisers investing approximately R$300K per month in media. The product offers automated MMM with a streamlined onboarding process (integration, platform access, modeling, testing, results). Subscription-based model with faster implementation timeline.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Uncover provides an AI-powered Marketing Mix Modeling (MMM) platform that helps advertisers measure actual return on every media investment across online and offline channels, optimize media budgets, and forecast revenue. The platform uses Bayesian causal inference, statistical regression, and machine learning to integrate data from media investments, sales, pricing, promotions, economic conditions, and competitor activity, delivering always-updated dynamic models with reported accuracy exceeding 90%.

Product overview

Uncover offers a platform-plus-modules architecture centered on its AI-powered Marketing Mix Modeling (MMM) platform. The core Uncover Platform provides foundational capabilities including ROI 360 for media channel profitability analysis, Budget Planner for scenario simulation, Performance Results for unified reporting, and Uncovered Potential for opportunity identification. The MMM Starter module extends these capabilities to mid-sized advertisers with faster implementation. Supporting services include Uncover Academy for team certification, plus specialized consulting services for Complete Funnel Analysis, Digital Funnel Optimization, and Revenue Growth Acceleration. The platform uses statistical regressions and AI to deliver ROI analysis, media optimization, and forecasting across online and offline channels.

Differentiator

Problem solved

Functional benefit

Brands

• MMM Starter: Agile Marketing Mix Modeling platform for mid-sized advertisers who have saturated performance channels, designed to be implemented in weeks instead of months.
• Uncover ROI
• Uncover Academy

Products and services

• Uncover Platform AI-powered Marketing Mix Modeling SaaS platform delivering cross-channel ROI analysis, budget scenario simulation, unified performance reporting, and opportunity identification for large enterprise advertisers. Built on Bayesian causal inference and Google's Meridian framework, with API connectors integrating online and offline media, sales, pricing, and competitor data.
• MMM Starter Agile Marketing Mix Modeling solution designed for mid-sized advertisers with saturated performance channels. Delivers automated MMM implementation in weeks rather than the market-standard six months, without requiring a dedicated data science team, and integrates with last-click attribution and incrementality experiments.
• Uncover Academy Training and certification program for marketing and measurement teams, providing media and measurement training with dedicated support and certification for partner agencies.

Quantifiable outcome

• 96% accuracy in predicting total revenue (Burger King case study)
• +8 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered flagship and core.

• Google (Meridian)flagshipTechnology or IntegrationUncover is the #1 Google Meridian certified partner worldwide. The partnership involves deep integration with Google's open-source MMM framework, leveraging Meridian for marketing mix modeling with Uncover's proprietary AI layer. This provides technical credibility and access to Google's MMM methodology.
• MetacoreTechnology or IntegrationMeta is listed as a partner providing data integration and access to Meta's advertising data within Uncover's platform. The partnership enables integration of Meta campaign data for cross-channel MMM analysis.
• TikTokcoreTechnology or IntegrationTikTok is listed as a partner providing data integration within Uncover's platform. Joint research with Uncover showed TikTok delivers 1.5x more results than its investment share indicates and 41% higher ROAS than online media average.
• NetflixcoreTechnology or IntegrationNetflix is listed as a partner providing data integration and access within Uncover's platform for cross-channel measurement.
• EletromidiacoreTechnology or IntegrationEletromidia, a major Brazilian out-of-home (OOH) media company, is listed as a partner enabling OOH data integration within Uncover's MMM platform for offline channel measurement.
• KwaicoreTechnology or IntegrationKwai is listed as a partner providing data integration within Uncover's platform for cross-channel measurement and MMM analysis.
• LiveRampcoreTechnology or IntegrationLiveRamp is featured in Marketing Measurement Talks podcast episode 13. LiveRamp connects brands, retailers, publishers, and media platforms for shared use of personal variables in a secure, privacy-compliant manner. Uncover discusses Data Clean Rooms and audience segmentation with LiveRamp.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Analytic Partners: Long-standing global leader in Marketing Mix Modeling and commercial analytics for enterprise advertisers. Directly competes with Uncover in the same enterprise MMM category, serving similar Fortune-500 CMOs with comparable cross-channel measurement offerings.
• Ipsos MMA: A division of Ipsos specializing in MMM and media optimization for global advertisers. Competes head-to-head with Uncover for large-enterprise MMM engagements, with overlapping clients in FMCG, retail, and financial services.
• Nielsen Catalina Solutions: Joint venture between Nielsen and Catalina providing MMM and advertising effectiveness solutions linking media exposure to actual consumer purchases. Directly comparable to Uncover's cross-channel measurement and incrementality offerings.
• Marketing Science Partners: Independent MMM consultancy serving enterprise advertisers across multiple verticals. Overlaps with Uncover in methodology (regression-based MMM), customer base (large advertisers needing cross-channel ROI), and use cases (budget optimization, incrementality).

Broad incumbents

• LiveRamp: Data collaboration platform providing audience segmentation, measurement, and Data Clean Rooms; named Uncover partner. Overlaps in measurement and attribution but operates more broadly as a data infrastructure layer that complements MMM platforms.
• Merkle: Large agency-hold (dentsu) marketing measurement and analytics provider offering MMM, attribution, and customer experience analytics. Comparable in offering breadth and enterprise-target customer base, though delivered through an agency model rather than pure SaaS.

Emerging players

• Triple Whale: Fast-growing e-commerce-focused marketing measurement and MMM platform serving Shopify/DTC brands. Comparable in PLG/SaaS delivery model and MMM methodology, but focused on smaller e-commerce advertisers rather than Uncover's enterprise/LATAM base.
• Northbeam: Multi-touch attribution and marketing measurement platform for e-commerce brands. Overlaps with Uncover in cross-channel measurement and SaaS delivery, but addresses a different (e-commerce, US-centric) buyer segment.
• Measured: US-based MMM platform for enterprise advertisers focused on incrementality and cross-channel budget optimization. Direct MMM competitor with similar SaaS positioning, though focused primarily on the US enterprise market.
• Podium Data (now part of AiAdvertising): Marketing analytics and measurement vendor using MMM-style methodology to quantify marketing ROI. Comparable as a smaller MMM-focused player targeting enterprise advertisers, with similar SaaS positioning and methodology overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@uncover-media
• LinkedInlinkedin.com/company/uncover-company
• Instagraminstagram.com/uncover.media

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Uncover