Ad Measurement Weekly - Attribution, Incrementality & MMM News

Latest - Thursday, May 28, 20268 results for #Google× Clear

Analysis/Media Mix Modeling—Thursday, May 28, 2026

Google Rebuilds Its Measurement Stack at GML 2026: Meridian Moves Into Analytics 360 and a New Predictive Metric Arrives

At Google Marketing Live on May 20, Google announced four measurement tools that collectively redefine how advertisers prove ad impact: Meridian integrated directly into Google Analytics 360, Qualified Future Conversions powered by Gemini, Campaign Type Attribution for isolating Demand Gen's contribution, and Attributed Brand Searches for tracking YouTube-driven brand lift. The moves position Google to own the full measurement journey from causal modeling to predictive attribution.

By Marcus Rivera·8 min read

News/Media Mix Modeling

Google Launches Meridian GeoX and Studio to Bring Causal Incrementality to Its Measurement Stack

Google announced three measurement tools on May 5 ahead of Google Marketing Live: Meridian GeoX for open-source geo-based incrementality testing, Meridian Studio as a Cloud-powered enterprise MMM platform, and Data Manager Map View for visualizing cross-platform data flows. The push positions Google's stack to cover attribution, MMM, and causal experimentation in a single ecosystem.

Marcus Rivera · May 6 · 7 min read

News/Data & Privacy

Privacy Audit Finds Google, Meta, and Microsoft Ignore Opt-Out Signals Across Thousands of Sites

A webXray audit of 7,587 California websites found that Google fails to honor Global Privacy Control opt-out signals 87% of the time, Meta 69%, and Microsoft 50%. The findings expose a systemic gap between consent infrastructure and actual tracking behavior — with direct consequences for cookie-based ad measurement.

Sarah Chen · Apr 15 · 8 min read

More Results

News/CTV & Streaming·Mar 23

Google Brings Agentic AI to DV360 and Debuts Privacy-Safe CTV Attribution at NewFronts

Google used its NewFronts presentation to embed Gemini deeper into Display & Video 360, launch Confidential Publisher Match for cross-device CTV attribution, and roll out SKU-level sales reporting with Kroger. The announcements signal a shift toward closed-loop measurement running through Google's programmatic stack.

By Marcus Rivera · 7 min read

Analysis/Media Mix Modeling·Mar 7

MMM Has Officially Overtaken MTA as the Measurement Method Marketers Trust Most

New industry data shows 53% of marketers now use media mix modeling and 67% plan to increase investment - while multi-touch attribution faces an existential crisis from signal loss. Here's where MMM fits in the modern measurement stack, what's driving the shift, and what still needs fixing.

By Marcus Rivera · 9 min read

News/Media Mix Modeling·Feb 21

Google Launches No-Code Scenario Planner to Make Meridian MMM Accessible to Non-Technical Teams

Google's new Scenario Planner gives marketers a code-free interface to test budget allocations and view real-time ROI estimates on top of its Meridian MMM. Nearly 40% of marketers struggle to connect MMM outputs to business decisions - this tool aims to close that gap.

By Marcus Rivera · 7 min read

Analysis/Privacy·Oct 20

Google's Privacy Sandbox Is Officially Dead. Now What?

After nearly five years of development and regulatory scrutiny, Google retired Topics, Protected Audience, and its Attribution Reporting API in October 2025. Third-party cookies are staying in Chrome. Here's what it means for measurement teams.

By Sarah Chen · 6 min read

News/Media Mix Modeling·Oct 15

Google's Meridian MMM Is Now Open to All Marketers - And It's Getting Serious

Google's open-source media mix model is out of beta with 20+ certified measurement partners, support for non-media variables, and channel-level priors. We break down what's new and how it stacks up.

By Marcus Rivera · 7 min read