Google launched a new measurement tool for advertisers in anticipation of its plan to phase out third-party cookies later this year.
Meridian, an open-source Marketing Mix Model (MMM), has been introduced to help advertisers analyze campaign performance while prioritizing user privacy.
Accessibility. Meridian is currently available to select users. However, Google plans to make it accessible to all marketers and data scientists in the near future.
What are MMMs? Marketing Mix Models are statistical analysis methods that determine the effectiveness of campaigns by measuring the impact of marketing strategies alongside sales and customer retention efforts.
Why we care. Traditionally, Marketing Mix Models (MMMs) have been both costly and time-consuming to develop, often taking weeks, months, or even years. However, Meridian provides a more accessible approach to open-sourcing MMMs, enabling marketers to measure campaign performance efficiently while aligning with stricter online privacy laws.
Key benefits. As explained by Google, Meridian anchors on:
What Google is saying. Harikesh Nair, Google’s Senior Director, Data Science, said in a statement:
Get the daily newsletter search marketers rely on.
See terms.
Deep dive. Read Google’s announcement in full for more information.
When I stepped into my role as head of content at Gong, I didn't come…
SEO is changing. We’re entering a new era of search — the AI age —…
Running a marketing agency used to mean juggling a small army of freelancers, risking missed…
Few founders dare to take on the challenge of preserving Africa’s linguistic heritage. Anthony Otaigbe…
Fincra, a payment infrastructure provider that serves remittance companies and businesses, has obtained a Third…
Startups on Our Radar is a bi-weekly column that spotlights new startups across Africa taking…