Introduction to Meridian

In a groundbreaking announcement, Alphabet Inc.'s Google LLC has made its open-source Marketing Mix Model (MMM), Meridian, accessible to the public. This innovative tool is set to transform how businesses measure the effectiveness of their advertising campaigns, especially in the realms of performance media and AI-powered campaigns.

Why Meridian Stands Out

"Traditional MMMs, designed for offline media and branding, have struggled to accurately measure the impact of performance media, such as Search ads, and campaigns powered by artificial intelligence. Meridian changes the game by incorporating Bayesian causal inference, enabling businesses to merge their prior knowledge with real-world data for enhanced business outcomes," explained Google in a detailed blogpost.

Expanding Meridian's Ecosystem

To further bolster the adoption and effectiveness of Meridian, Google has initiated a partner program featuring over 20 measurement partners who have been trained on the new MMM. The tech giant has also committed to continuously improving Meridian by introducing additional features and refining its methodology in the upcoming months.