Unpacking Google's Meridian Announcement [Forbes]
Forrester Research, Inc. (FORR)
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Source: Forbes
MMM tools gauge the impact of marketing and media investments on vital performance indicators, such as sales or revenue, while also forecasting the revenue potential of marketing endeavors. According to Forrester's Marketing Survey, 2023, about 30% of B2C marketers use MMM tools to better understand how marketing drives value for the business. Unpacking Google Meridian's Core Pillars Google's foray into providing an open-source MMM tool reflects an understanding that restricted access to crucial data points within closed ecosystems impedes advertisers' ability to effectively measure digital ads. Meridian aims to “[empower] teams to build best-in-class [MMM models] and drive better business outcomes.” The tech giant emphasizes Meridian's “privacy-durable” approach grounded in innovation, transparency, actionability, and education. But B2C marketers must review Meridian's claims with a critical eye: “Privacy-durable” is redundant. MMM inherently maintains privacy durability, since
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