GoogleNew Meridian tool puts MMM insights directly in marketers' hands.
Nearly 40% of marketers struggle to connect MMM outputs to business decisions. Meridian's new Scenario Planner offers a user-friendly interface for experimenting with budget scenarios and viewing real-time ROI estimates without coding. It transforms analytics from a backward-looking review to a collaborative planning tool, making measurement insights accessible to decision makers and data scientists alike.
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.
AppsFlyerThe remarketing blind spots you didn’t know you had (and how to fix them)
Remarketing measurement relying solely on clicks misses view-through attributions, cross-platform journeys, and fraud, leading to misallocated budget and eroded efficiency. AppsFlyer advocates for independent, cross-channel, fraud-protected signals to unify attribution, deduplicate claims, and provide real-time postbacks for better optimization. Key data points include 50% higher paying user share for shopping apps running remarketing, 20% higher ROAS for gaming teams with unified attribution, and vulnerability to click flooding. Actionable takeaway: invest in a robust measurement foundation to capture true campaign influence and scale efficiently.
MetaOperationalizing incrementality: How marketing leaders are aligning their organizations around true impact
Incrementality must shift from an analytical concept to an operating practice that shapes planning, budgets, and decisions. Leaders at Uber, HelloFresh, and Havas Media emphasize cultural change, cross-functional alignment, and embedding insights into processes. They use incrementality for fast trade-offs, invest in rigor with stakeholder buy-in, and treat operationalization as the real work. Calibration with experiments like Meta's Conversion Lift creates a feedback loop for accurate measurement. The result: faster decisions, confident investment, and marketing as a revenue driver.
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.
AppsFlyerFix the Foundation: Marketing’s Signal Problem in the AI Era
AI amplifies marketing's fragmentation tax—bad signals across platforms, channels, and tools produce faster wrong decisions. 62% of marketers cite data quality as top barrier to AI success. The fix is not more AI tools but governed signals, AI-ready data architecture (traceable, validated, privacy-compliant), and mobile-grade measurement applied universally. CMOs must prioritize foundation over hype to turn AI from liability into compounding advantage.
AppsFlyerMobile Measurement Set the Standard. Web Is Finally Catching Up.
Mobile performance marketing succeeded by building a signal infrastructure—independent attribution, fraud protection, and structured postbacks—that fed optimization-grade data to ad platforms. Web measurement has lagged, relying on fragmented, platform-reported metrics. As AI-driven campaign optimization becomes standard, bad signals amplify errors. AppsFlyer’s Web Performance Measurement brings mobile-grade signals to web: independent attribution, server-to-server postbacks, cross-platform closed loops, and unified cost/revenue measurement. For ad ops decision-makers, this means one truth source, actionable optimization signals across networks, and complete omnichannel ROAS visibility—enabling AI to compound advantage, not error.
AppsFlyerWhy fraud data is your secret growth engine (Not just a filter)
Ad fraud corrupts ML models, skews KPIs, and rewards fraudulent partners. Evaluating fraud data reveals patterns to sharpen targeting, recalibrate KPIs, and turn prevention into growth. Real-time fraud intelligence shortens feedback loops, builds partner accountability, and enables confident budget optimization. Teams that analyze fraud outperform those that only block it.
TikTokTikTok Market Scope: Your source for actionable audience insights
TikTok Market Scope is a full-funnel analytics tool integrating paid, organic, and branded data to map audience journeys from awareness to conversion. Key updates include dual-funnel views for TikTok Shop and web, upgraded Brand Perception with tentpole planning, and IP-level insights for theatrical brands. Data shows consideration audiences drive 1.8x more store visits, 1.5x higher sales response, and 4.2x higher incremental sales than awareness audiences. Actionable for ad ops: leverage Brand Consideration ads to scale mid-funnel audiences and use audience tags for precision targeting.
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 ...