Google's marketing mix model, Meridian, promises to help advertisers better measure their marketing impact across channels.

Google's marketing mix model platform, Meridian, is now open-source, aiming to help businesses measure marketing performance across multiple channels.

Google has launched Meridian, an open-source Marketing Mix Model (MMM) designed to help marketers optimise their advertising budgets. According to Google, the tool has been tested with hundreds of global brands and aims to provide deeper insights into the effectiveness of marketing campaigns across various channels.