Google launches marketing mix model ‘Meridian’

January 30, 2025 4:23

Google has launched its own open-source marketing mix model (MMM), made available to all marketers and data scientists.

Designed to help marketers better allocate budgets in today’s challenging landscape, Meridian which has been tested with hundreds of brands globally, has now been made available for public use.

Google’s vision of a “more transparent, innovative, and actionable approach” to a MMM comes to life via Meridian, as it differs to traditional MMMs.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.