Advertising Marketing Digital In-Depth
Campaign India Team
Feb 06, 2025

Google Meridian: Campaign effectiveness or cost escalations?

Google's open-source marketing mix model (MMM) promises to modernise campaign performance for brands and ad agencies. But could it also lead to cost escalations?

Aimed to provide a 360-degree view of marketing activities across channels, Meridian allows advertisers to make spending decisions based on data.

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