As MMM Rides Again, Google Finds Its Place In The Conversation With Meridian | AdExchanger

As the privacy and regulatory environment continues to change, MMMs are once again becoming an increasingly important part of an effective measurement strategy. - Harikesh Nair

Platform MMM, which works without relying on device IDs or user-level information, is suitable for products like Google's Performance Max and Facebook Advantage+ Shopping Campaigns.

Google's Meridian, an open-source MMM model, offers a solution to tracking challenges and privacy concerns by providing a new way for advertisers to attribute ad spend across different channels.

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