Google Launches Open-Source Meridian to Modernize Marketing Measurement

The new platform aims to address gaps in traditional marketing mix models by integrating advanced analytics and customizable features for advertisers.

• Google's Meridian, an open-source marketing mix model (MMM), is now available globally to marketers and data scientists after extensive testing with hundreds of brands since its initial introduction in March 2024.
• Meridian leverages Bayesian causal inference to provide more accurate insights into both online and offline media, addressing limitations of traditional MMMs that struggled to measure performance media like search ads and AI-driven campaigns.
• The platform offers access to Google's MMM Data Platform, including key metrics such as impressions, clicks, costs, and Google Query volume, while also allowing for the inclusion of external variables like pricing and seasonality.
• Meridian introduces advanced video analytics by measuring reach and frequency instead of just impressions, offering a clearer understanding of ad effectiveness across platforms like YouTube.
• Google has partnered with over 20 certified agencies to support marketers in implementing and optimizing Meridian, with plans to further enhance the platform's features in the coming months.

3 Articles

Search Engine Journal Google Adweek