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

Measured was featured in AdExchanger's article 'As MMM Rides Again, Google Finds Its Place In The Conversation With Meridian.'

"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! If you need proof, Google launched its open-source MMM model, called Meridian, last month...Meridian emerged from a GitHub repository of almost 60 other projects related to Google ads and measurement, including tools such as a library of matched markets for geo-testing experiments, a method for clustering multilingual search terms and a predictive customer lifetime value model. Another important factor for open-source MMM is standardization, according to Alvin Lim, VP of data science at attribution company Measured. Open sourcing MMM products creates a good environment to foster industrywide consensus which shapes development."

Measured now provides the most comprehensive methodology on the market by combining incrementality testing with media mix modeling to provide comprehensive, full-funnel media portfolio measurement and optimization. For more information, watch the keynote video here.