Source
Build a measurement stack you can rely on to steer your campaigns.
An episode of Ads Decoded discusses building a reliable measurement stack combining attribution, incrementality, and media mix models (MMM) to guide media campaigns.
Why it matters
A coordinated measurement stack allows advertisers to resolve conflicting data from different tools and shift from short-term return on ad spend chasing to long-term strategy.
The details
A bonus episode explores implementing Meridian, noting that AI coding tools reduce technical barriers. It also highlights that data variance is more important than budget size for measurement.
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In this article
Key connections
Meridian is related to media mix models
Meridian, Google’s open-source MMM
Ginny Marvin works at Google
Ads Product Liaison
Senior Director of Product Management for Ads Measurement
Patrick Gilbert works at AdVenture Media
Patrick Gilbert and Nechama Teigman from AdVenture Media
Nechama Teigman works at AdVenture Media
Patrick Gilbert and Nechama Teigman from AdVenture Media
Meridian, Google’s open-source MMM
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