Google's Meridian, an open-source marketing mix model introduced in March 2024, is now accessible to marketers and data scientists worldwide. This initiative responds to the growing challenges of addressability and diminishing cookie usage, prompting a need for more comprehensive measurement frameworks. Having been tested with hundreds of brands globally, Meridian aims to provide better insights into investment impacts, leveraging partnerships with over 20 certified measurement partners. By utilizing a Bayesian approach, it seeks to enhance measurement accuracy and decision-making for modern advertising campaigns.
We now have much more confidence in our ability to measure the impact of our investments. The insights we've gained have reinforced the additional value that YouTube drives beyond what's visible with standard conversion tracking.
Consumers engage with your brand while streaming, scrolling, searching, and shopping, frequently doing them at the same time. Traditional MMMs...have historically been unable to fully measure performance media, like search ads, and artificial-intelligence-powered campaigns.
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