HOW TO TACKLE MEASUREMENT AS GOOGLE ROLLS OUT OPEN-SOURCE MARKETING MIX MODELING

Summary from the TLDR Marketing newsletter

Google announced the launch of Meridian earlier this month. Meridian is an open-source marketing mix model (MMM) that aims to provide marketers with a foundation for comprehensive, privacy-durable measurement. It represents a major step in boosting marketers’ measurement capabilities, but comes with its own caveats and challenges. MMMs won’t be able to provide the same level of granularity that third-party cookies allow, but can fill some attribution needs once cookies are deprecated.