An advertiser relies heavily on incrementality to measure offline and online media and is consideringadopting a Marketing Mix Model for the first time. The director of analytics is considering both third-partyand in-house solutions. They have a budget to run a third-party Marketing Mix Model (MMM) and a robustdata science team who could build an in-house model. They spend the majority of their media budget ondigital and prioritize measurement solutions that are digital-savvy. In what two ways would Meridian,Google’s open-source MMM solution, be a good fit for this advertiser? Select two answers.

Jackson · June 13, 2026 · Leave a Comment

● Meridian helps advertisers evaluate all media, but especially digital, with more accuracy and actionability.
● The advertiser has allocated funds to run an MMM through a third-party vendor.
● Meridian is a replacement for the advertiser’s own multitouch attribution and incrementality testing.
● The advertiser has in-house data science expertise to build and maintain Meridian.

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