Google Meridian

Wanna chat with your marketing mix model? Well, open-source tools and AI agents are making that possible.

To squeeze the most juice out of their live sports campaigns, many marketers are adopting programmatic buying and marketing mix modeling, both of which are also drawing more advertisers to the digital live sports cornucopia.

Google is launching Meridian Studio, an enterprise version of its Meridian media mix modeling platform and an updated open-source version of its GeoX tool for measuring incrementality across geos. 

One side effect of signal loss? Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: Differentiating between shoppable TV and T-commerce.

Tracking is a mess. Attribution is broken beyond repair. IP address identity data may go the way of the dodo. Which means marketing mix modeling is back, baby!