Google has launched Meridian, an open-source marketing mix model (MMM) that helps marketers improve their advertising budgets.
It uses Bayesian causal inference methods to offer better insights into online and offline media channels.
In an announcement, Google highlights how older MMMs focused on offline media and branding, often missing the complexities of performance media like search ads.
Meridian helps advertisers understand the real impact of their marketing efforts. It goes beyond usual conversion metrics and shows how brand-building activities—like TV commercials and YouTube ads—can affect long-term business results and future customer acquisition.
Data & Insights Made Easier
Meridian’s data platform helps advertisers access key Google media metrics like impressions, clicks, and costs. It also provides information, such as Google Query volume, to show how paid search spending delivers results.
Additionally, Meridian tracks reach and frequency for video campaigns on platforms like YouTube. It examines how many viewers are reached and how often they see the ads, helping marketers …