In a blog post, Google announced the launch of a new measurement tool called Meridian, an open-source Marketing Mix Model (MMM) designed for advertisers. The tool aims to help advertisers analyse their campaign performance while prioritising user privacy as the technology company phases out third-party cookies later this year. MMMs use statistical analysis methods to determine the effectiveness of campaigns by measuring the impact of various marketing, sales and customer retention activities. While Meridian is currently only available to select users, Google intends to make it accessible to all marketers and data scientists in the near future.
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