"Ultra HDR" sounds like marketing copy, but it's an actual technical specification — Google published it publicly, and it's what the camera app on recent Android phones (and Google Photos) uses whenever it saves a photo with HDR headroom. If you've taken an HDR photo on an Android phone in the last couple of years, there's a good chance the file sitting in your gallery is an Ultra HDR JPEG.
It's a gain-map format, not a new pixel encoding
Ultra HDR doesn't invent a new way of storing brighter pixel values directly. It's a specific, standardized way of packaging the gain-map approach described in What is a gain map?: a normal JPEG as the base image, a second JPEG carrying the boost mask, and XMP metadata (under the hdrgm namespace) describing exactly how to combine them — gain map minimum and maximum, gamma, offsets, the HDR capacity range the file was authored for.
Why package it this way
Every piece of that structure — JPEG, XMP, and the multi-picture container that holds the second image — already existed and was already widely supported before Ultra HDR did anything new. That's deliberate: it means an Ultra HDR file is also a completely valid, openable JPEG to any app that's never heard of the format, because the "extra" data lives in places non-HDR-aware software already knows to skip.
How it relates to Adobe's Gain Map spec
Adobe independently published a closely related Gain Map specification, and the two efforts converged into ISO 21496-1, a shared standard for HDR gain maps in JPEG. In practice, the differences that matter most to a photo you'd actually encounter are small — both describe the same core idea of a primary image, a gain map, and metadata connecting them.
What this site actually builds
The Encode tool produces a gain-map JPEG built the same way Ultra HDR describes — real primary and gain-map JPEGs spliced together with hdrgm XMP metadata via an MPF container, and round-trip validated (decoded back and checked) before you're allowed to download it. We describe it as "Ultra HDR style" rather than claiming formal Ultra HDR conformance, since we haven't run it against Google's own official conformance suite — that's an honest distinction, not a hedge.
