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With the deprecation of third-party cookies around the corner, Google has unveiled a new, privacy-friendly measurement tool for advertisers called Meridian.
Meridian is an open-source Marketing Mix Model (MMM) – which is making a big comeback amongst marketers, according to Google. Even though MMMs aren’t perfect, the technology is reportedly getting better, and proving to be a comprehensive and privacy-durable measurement solution.
Meridian is exclusive to select advertisers, but Google has great plans to open it up to all marketers and data scientists in the very near cookieless future.
Nicola Agius,
Paid Media Editor
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