Marketers face increasing complexity in measuring cross-channel media strategies due to fragmented consumption and privacy changes. Marketing Mix Models (MMMs) are seeing a resurgence, with 60% of US advertisers using them. Google introduced Meridian, an open-source MMM designed to be privacy-durable and advanced.
It features methodology innovations like calibration with incrementality experiments, reach and frequency incorporation, and search measurement guidance. Meridian is transparent, allowing users to modify code, and actionable with richer data inputs and budget optimization. It also provides educational resources.
According to Deloitte, leaders prioritizing MMMs are over 2X more likely to exceed revenue goals by 10%+. Meridian aims to help teams navigate toward better measurement and business outcomes.
You Might Also Like
AppsFlyerHow Gaming, Finance, and E-Commerce Marketers Use Claude and AppsFlyer MCP
AppsFlyer MCP connects Claude directly to live attribution data, replacing manual reporting and CSV exports. Gaming teams catch budget anomalies overnight, finance teams compress multi-hour analysis into minutes, and e-commerce teams close the gap between measurement and spend decisions. Setup takes under 60 seconds, enabling real-time queries on channels, cohorts, and ROAS. The key insight is that AI-powered analysis requires live data connections, not stale exports.
MolocoDecoding the open internet: Supply path optimization
The open internet offers vast, incremental scale for app marketers beyond walled gardens, but its complexity requires supply path optimization (SPO). With non-exclusive inventory and multiple bid requests per impression, advanced machine learning is crucial to select optimal paths, price bids accurately, and serve effective creatives in milliseconds.
AppsFlyerHow to deliver a winning creative strategy
A creative strategy is essential for mobile app marketing success. It combines compelling content with strategic planning to increase app installs and engagement. Key steps include defining objectives, understanding your audience, and setting KPIs. Best practices emphasize consistency, agility, and leveraging AI for optimization.
AppsFlyerIndependent Data Collaboration Platforms Are Gone — Except One
Data collaboration platforms are consolidating under ad-centric owners, threatening measurement neutrality. Publicis bought LiveRamp, WPP acquired InfoSum, and LiveRamp absorbed Habu, leaving AppsFlyer as the only major independent player. Brands must vet partners for conflicts: does the platform or its parent benefit from ad spend? Without independence, budget allocation and ROAS calculations may reflect agency incentives over actual performance. Key questions: revenue from ads, cross-channel attribution consistency, data governance, and auditable methodology.
TikTokVideo Ads Marketing Guide: Elevate Your Brand with Engaging Video Marketing Strategies | TikTok For Business Blog
TikTok video ads use short, engaging clips to promote brands. Effective ads start with a strong hook, include clear CTAs, use sound and text overlays, and test formats. TikTok offers In-Feed, TopView, Spark Ads, and more for diverse marketing.
AppsFlyerWhat eCommerce brands get wrong about retail media measurement
Retail media networks report ROAS using different methodologies, causing up to 63% fluctuation across networks for the same campaign. This isn't a data quality issue but a structural one. Brands using multiple networks face a fragmentation tax where each network is its own source of truth, and budget decisions based on these irreconcilable figures are misleading. Independent measurement, applying the same attribution logic across all networks, is needed to reconcile data and enable confident cross-channel decisions. The signal infrastructure for this already exists from mobile measurement.
AppLovinWhat is a Good Retention Rate and Why Does it Matter?
Retention rate is a critical KPI for mobile apps, showing user engagement and loyalty. It costs 5x more to acquire than retain users, and a 5% retention boost can increase profits up to 95%. Focus on quality users, seamless onboarding, and re-engagement to improve retention. Monitor key milestones like Day 1, 3, 7, 14, 28, 30 for insights.
AppsFlyerThe Signal Economy Goes Live: Takeaways from MAU Vegas 2026
At MAU 2026, the industry agreed that attention, not production, is the bottleneck. Cross-platform web-to-app attribution is now achievable with AppsFlyer's mobile-grade measurement extending to web, giving ad ops a unified view. AI is in production, with Square's team shipping six live workflows. Web-to-app is the most efficient top-of-funnel for app businesses, and retention overtakes acquisition. Ad ops must prioritize clean signal layers and incrementality testing over single-metric attribution.
More from Google
Enhanced Local Services Ads for Home Listings bring homebuyers and local agents together.
Local Services Ads (LSAs) for real estate are expanding across all 50 U.S. states, offering richer home listings with pr...
YouTube earns industry's first MRC accreditation for short-form video.
YouTube receives MRC brand safety accreditation for the sixth year, now expanded to include YouTube Shorts. This makes Y...
Here's how AI is rebuilding the foundation of modern marketing.
The Ads Decoded podcast final episode features Google product teams discussing Gemini models for Search and YouTube, plu...
Google Display Ads has a new home in Demand Gen.
Google Display Ads is transitioning into a unified Demand Gen platform, allowing display advertisers to manage GDN prese...
A new generation of ads for the AI era of Search
Google is introducing new ad formats powered by Gemini models for AI Mode in Search. These include Conversational Discov...
A new generation of ads for the AI era of Search
Google is testing new AI-powered ad formats in Search using Gemini models. Conversational Discovery ads answer specific ...