Marketers are facing challenges in measuring the effectiveness of their cross-channel media strategies due to fragmented media consumption and privacy changes.
Marketing Mix Models (MMMs) are gaining popularity as a solution, with 60% of US advertisers currently using them and more considering adopting them in the future.
To address this demand, Google is introducing Meridian, an open-source MMM aimed at providing accurate, transparent, and actionable insights. Meridian focuses on innovation, transparency, actionability, and education to empower marketers in making informed decisions and optimizing cross-channel media allocation.
Meridian is currently in limited availability, with plans for general availability soon.
