Uncover, Latin America’s leading Marketing Mix Modeling and media measurement platform, has announced a $16 million Series A led by Cloud9 Capital, with participation from ABSeed Ventures and Endeavor. The São Paulo-based company, which is already profitable, will use the funding to accelerate its expansion into the U.S. market. The round also brings three new strategic board members: Pedro Reiss, former CEO of Wunderman Thompson Brazil; Celso Ribeiro, former CEO of BR Media; and Guilherme Bressane, a former executive at Itaú and Google.
Founded in 2020 by co-CEOs Daniel and Matheus Guinezi and COO Gilberto Villar, Uncover has built a software platform combining AI-powered media measurement, forecasting, and optimization. Unlike traditional MMM solutions that operate as one-time projects, Uncover provides an always-on measurement infrastructure that integrates directly with major media platforms, including Google, TikTok, and Meta. The platform is a Meridian-certified partner that works with Google’s open-source MMM framework and has become one of the largest implementation partners for Meridian globally. Collectively, Uncover has helped major advertisers optimize more than $6 billion in media investments across online and offline channels, serving clients including Unilever, Burger King, Reckitt, Vivo, and Bradesco across Brazil, Mexico, and Canada.
The platform enables brands to continuously evaluate incrementality, marginal return on ad spend, and budget allocation scenarios — turning media measurement from a retrospective exercise into an ongoing operating system for growth. Its recurring SaaS model, native platform integrations, and continuous optimization capabilities are designed for enterprise-scale, multinational marketing organizations that need to connect measurement to planning, budgeting, and execution across multiple countries, brands, products, and stakeholder layers. As marketers face growing pressure to prove ROI across increasingly fragmented media environments, demand for modern MMM platforms has accelerated globally.
KEY QUOTES:
“We built Uncover to solve a global problem: marketers need a clearer understanding of what is actually driving growth. We became the market leader in Latin America by helping some of the world’s largest advertisers make better media investment decisions. Now, with a profitable business, strong platform adoption and working with tools like Google’s Meridian, we’re ready to aggressively expand into the U.S.”
Daniel Guinezi, Co-CEO, Uncover
“Uncover has already proven product-market fit at scale. The company combines deep technical capabilities with strong commercial execution and has built trusted relationships with some of the world’s largest advertisers and media platforms. We believe Uncover is well-positioned to become a global leader in media measurement.”
Rafael Serson, Partner, Cloud9 Capital
