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Latest - Thursday, May 28, 20266 results for Media Mix Modeling× 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

Analysis/Media Mix Modeling

IAB State of Data 2026: 75% of Marketers Say Ad Measurement Is Broken, AI Is the Fix

The IAB's annual State of Data report surveyed 400+ buy-side leaders and found that up to 75% believe attribution, incrementality, and MMM fall short on rigor, timeliness, and trust. The industry body estimates AI-driven measurement improvements could unlock $26.3 billion in reallocated media spend.

Marcus Rivera · Mar 20 · 7 min read

More Results

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

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