Google Meridian - marketing mix modeling platform

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Andrés Plashal

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Nov 21, 2025, 4:17:05 PM11/21/25
to GDG Pittsburgh
Meridian is an Marketing mix modeling (MMM) framework that enables advertisers to set up and run their own in-house statistical analysis models. Developed by Google to address critical measurement challenges for marketers. It is designed to enable privacy-durable, advanced measurement and supports marketers at various stages within the business necessities, (CMO budgeting and attribution to VP & Marketing Director Budget Forecasts based on campaign performance speculation) 

Key features/ solutions:
  • Meridian evolves MMM approaches to fit various marketing departments buildouts.
  • Offers open-source code and detailed methodology documentation.
  • The platform provides actionable insights with robust data, guidance on methodology, and budget optimization tools. (super excited about this)
  • Users are supported throughout the MMM cycle with step-by-step technical resources.
Meridian helps marketing operations by:
  • planning outcomes by modeling reach and frequency.
  • Improve lower funnel measurement accuracy by incorporating search query volume data. 🤯
  • Calibrate MMMs using cross-channel incrementality experiments.

The platform integrates with Google Ads and Display Video 360 for streamlined campaign data gathering. Meridian can be used as a primary MMM solution, augment an existing one, or run in parallel with other models, making it flexible for diverse marketing strategy needs

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Andrés Plashal

Plashal, LLC. — Inclusive Marketing Intelligence


https. andres.plashal.com tel. (209) 752-7425
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