Upp AI is a paid media platform built around Rubin, an AI partner designed to handle the day-to-day decisions behind advertising campaigns. Rather than replacing the ad platforms you already use, Rubin works alongside them — feeding Google PMax, Meta Advantage+ and Microsoft (Bing) with live commercial data so your budgets follow real demand.
What Rubin does
Rubin is organised around three jobs. Deploy directs your live campaigns using real-time signals like margin, stock and demand, adjusting budgets and bid guardrails minute by minute. Measure separates the results your ads actually caused from what would have happened anyway, using incrementality testing, geo-holdouts and marketing mix modelling. Plan forecasts the demand that is coming so you can allocate budget with confidence rather than guesswork.
Who it’s for
Upp AI is aimed at retailers and ecommerce brands running meaningful ad spend across multiple platforms, where demand shifts quickly and manual budget management struggles to keep up. If you run PMax, Advantage+ or Bing campaigns and want to keep them calibrated to live commercial reality, Rubin is designed for that job.
The bottom line
Rubin’s strength is that it keeps the platforms you already trust honest — pairing automated auction bidding with your own commercial data, and proving what that spend genuinely delivered. For teams that want a paid media expert working continuously in the background, it is a compelling option.