Sign in with Google The modern measurement revolution is moving faster than ever. In the 18 months since its initial debut, Google’s open-source Marketing Mix Model (MMM), Meridian, has surpassed one million downloads, establishing itself as a leading tool for advertisers seeking transparent, privacy-durable, and mathematically rigorous measurement that delivers defensible, outcomes-based media insights.
This year, Meridian has continuously solved complex advertiser challenges, rolling out community-driven innovations, including the Meridian Scenario Planner for “what if” budget planning, automated Exploratory Data Analysis (EDA), and comprehensive Model Health diagnostics to help marketers build higher-quality models, more easily.
To continue empowering marketers and data science practitioners with best-in-class models that drive business growth, we are introducing four major updates to Meridian:
- Meridian GeoX and automated calibration to ground budget planning in causal reality
- Full-funnel MMM to help connect upper-funnel brand building to downstream ROI
- AI Agentic Skills to give you interactive, step-by-step modeling guidance at your fingertips
- Updated modeling engines to generate Meridian insights faster and more efficiently
Introducing New Meridian Capabilities
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Ground budget planning in causal reality with Meridian GeoX
Meridian GeoX, our new cross-platform, geo-experiment solution is now available globally as part of the Meridian toolkit. With this, customers can run independent incrementality experiments and use Meridian’s new automated calibration to seamlessly integrate ground-truth lift results directly into your MMM. Meridian will also help you better understand how calibration affected your model and identify channels for experimentation. This solution enables marketers to drive real business growth by helping your measurement solutions work better together and anchoring your MMM budget planning in proven, causal reality.
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Connect brand investments to measurable ROI with Full-Funnel MMM
With Meridian’s new Full-Funnel MMM framework, you can capture the full effect of brand media. By incorporating Brand Equity signals (such as Branded Google Query Volume) directly into Meridian models, you can track the downstream, indirect impact of brand building, and show how upper-funnel video and TV campaigns lead to future sales.
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Accelerate model building with expert AI-agent guidance
We’re bringing new agentic capabilities into Meridian to help you audit data quality, resolve errors and guide model building in real-time. Meridian’s new AI agentic skills repository is an MCP-based (Model Context Protocol) toolkit that empowers you to employ AI agents, such as Antigravity CLI, for interactive, step-by-step modeling guidance. This AI-first solution removes the steep learning curve of traditional developer documentation, automatically troubleshooting errors in real-time and ensuring marketers have seamless access to high-quality modeling.
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Optimize marketing budgets faster and with greater flexibility
Meridian now runs faster and more efficiently out-of-the-box with its new JAX engine backend – a high-performance framework for machine learning. We’ve also enhanced Meridian’s optimization engine to help you deliver better outcomes for your business, with the flexibility to quickly optimize your marketing for the exact time frames that matter most to you.
The Road Ahead
These Meridian enhancements mark a major step in our commitment to transparent, privacy-first, open-source measurement. By combining causal experimentation, full-funnel visibility, AI workflows, and faster performance, we are equipping advertisers and partners to make decisions rooted in accurate, holistic measurement.
We are committed to continued investments in this space, with exciting new updates – such as time-varying media effects – coming as part of our future roadmap. We look forward to continuing to work closely with our community to solve complex measurement challenges together.
Get Started Today
Explore code examples, review technical documentation, and engage with our global developer community by visiting developers.google.com/meridian and joining our Meridian Discord community.
