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Odins vs Uncover
Uncover built its marketing mix modeling platform in São Paulo, working with some of Latin America's largest advertisers, and is now taking it to the US. Both companies run MMM as an ongoing service for the budget decision. Here is what Uncover does well, and where the two differ in how the model is built and checked.
Reviewed October 2026 · sources cited on this page
Odins
Managed marketing investment platform
Uncover
MMM platform
At a glance
Side by side.
The short version of the whole page. Details and sources below.
Uncover facts: uncover.co home, MMM Starter, solutions and about pages, read October 2026; funding and markets from Uncover's June 2026 Series A announcement. Uncover does not state its inference method or a price list publicly.
Credit first: Uncover turned MMM into software for some of Latin America's largest advertisers.
Founded in São Paulo in 2020, Uncover sells marketing mix modeling as a recurring subscription rather than a one-off study, and says it is already profitable. A 16 million dollar Series A in June 2026 now funds the move into the US.
- Always-on MMM sold as a subscription, with planning, forecasting and reporting in one platform
- Large advertisers on the customer list, and more than 6 billion dollars in media investment optimized, by their count
- A certified Google Meridian partner, with an academy that trains in-house teams and partner agencies
- Flexible routes in: full service, a platform for your own analysts, or white-label for agencies
Priors set with your team, forecasts checked against what happened.
Uncover and Odins agree that MMM should run continuously and answer the budget question. The difference sits in how the model learns and how you can check it. Odins builds one Bayesian model per market, sets the priors with your team, and keeps a record of every forecast against the actuals that followed.
- Priors set in 2 to 3 working sessions with your team, from spend history, digital saturation signals and structured interviews, which matters most in markets with one national weekly series
- TV, radio, OOH and print in the same model as digital, next to pricing and promotions
- Forecasts stored before actuals arrive and checked at each monthly retrain, so the model's record is there to inspect
- Data flows in daily and scenarios and forecasts run any time, in the platform or from Claude via the Odins MCP, with a person reviewing every recommendation
Channel contribution, 80% ranges
from the posteriorA tight range is a decision. A wide range is a test plan, with cost boundaries.
The choice
Who should choose which.
Both run MMM as an ongoing service and both answer the budget question. The choice comes down to market, method and how you want to check the model.
Choose Uncover if
- You advertise in Brazil or Mexico, where Uncover has its customer base and its media data partnerships
- You want a Google Meridian partner, or a platform your own analysts and agencies can be trained on
- You run an agency and want MMM you can offer clients under your own brand
Choose Odins if
- You operate in markets where one national weekly series makes priors set with your team decisive
- TV, radio, OOH and print carry real budget next to digital, alongside pricing and promotions
- You want every forecast stored and checked against actuals, and a person behind every recommendation
The honest overlap
On paper we overlap a lot: both are always-on, both cover offline media and business drivers, both use tests. The useful test is one recommendation: ask each vendor to show the priors behind it and how its last forecasts compared with actuals.
Frequently asked questions.
Is Uncover a marketing mix model?
Yes. Uncover describes its platform as marketing mix modeling with statistical regressions and AI, adstock for lagged media effects, and controls for seasonality, price, promotions, the economy and competition. It also combines the MMM with click attribution and incrementality tests. Odins is a Bayesian marketing mix model, run for you end to end.
Is Uncover built on Google Meridian?
Uncover is a certified Google Meridian partner and helps advertisers apply Google's open-source framework. Its own pages do not say whether its platform models are built on Meridian. Odins runs its own Bayesian model, built on the same statistical principles as the open frameworks.
How much does Uncover cost?
Uncover does not publish a price list. Its FAQ says pricing is a setup fee plus a recurring license, and that price does not depend on the number of variables. We do not publish a price list either. Odins is a subscription priced for the budget it optimizes, for companies with a marketing budget from EUR 1M to several hundred million a year, with the team included and no data science hires needed.
How long does it take to get a first model?
Uncover quotes 4 to 8 weeks of onboarding, depending on the client's data. Odins delivers a first verified model in 4 to 6 weeks from kickoff, data collection and structuring included, with the model time itself two to three weeks once the data is in.
Can Odins use the incrementality tests we have already run?
Yes. Results from lift tests, geo tests and other incrementality tests are taken into the model. Where the data still cannot resolve a channel, we say so and propose a structured test, with the expected cost stated up front.
What are the best alternatives to Uncover?
It depends on what you need from the model. We compared five options, with sources and who each one fits, on a separate page: the best Uncover alternatives. Odins is on the list, and we say so up front.
Marketing spend, modeled like an investment.
A 30-minute walkthrough of the model, the priors and the verification, on your channels.
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