An advertiser relies heavily on incrementality to measure offline and online media and is considering adopting a Marketing Mix Model for the first time. The director of analytics is considering both third-party and in-house solutions. They have a budget to run a third-party Marketing Mix Model (MMM) and a robust data science team who could build an in-house model. They spend the majority of their media budget on digital 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.

Meridian is a strong fit for the advertiser because it enables more accurate and actionable measurement across all media—especially digital—and the advertiser has the in-house data science expertise required to build, manage, and maintain Meridian effectively.

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

Explanation:

The answer is correct, and Meridian is well suited to this advertiser for two key reasons.

First, Meridian enables advertisers to assess the impact of all media—particularly digital channels—with greater accuracy and practical insights. As Google’s open-source marketing mix modeling (MMM) solution, Meridian is designed to measure both online and offline media performance, with a strong emphasis on digital. It leverages Google’s unique data sources, such as YouTube reach and search query volume, making it especially valuable for advertisers with a strong digital focus and advanced measurement needs.

Second, the advertiser has the in-house data science expertise required to build and manage Meridian effectively. Because Meridian is open source, it requires skilled teams to implement, customize, and maintain the model. For an advertiser with a capable data science team, this is an advantage, as it provides transparency, flexibility, and the ability to tailor the model to specific business requirements—avoiding reliance on opaque, third-party “black box” solutions.