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.

Analysis of Correct Answer(s)

The two correct answers highlight how Meridian's features align with the advertiser's specific needs for a modern, privacy-safe measurement solution.

• "Meridian helps advertisers evaluate all media, but especially digital, with more accuracy and actionability." This is a core benefit of Meridian. Traditional Marketing Mix Models (MMMs) often struggle to provide granular insights into digital channels. Meridian is designed to be digital-savvy, offering more precise and useful recommendations for digital media. Since the advertiser spends heavily on digital and prioritizes this type of measurement, Meridian is an excellent fit.

• "Meridian is a replacement for the advertiser's own multitouch attribution and incrementality testing." As privacy regulations evolve and third-party cookies are phased out, user-level measurement like multi-touch attribution (MTA) becomes less feasible. MMMs, including Meridian, provide a powerful, privacy-centric alternative by using aggregated data. They serve as a strategic replacement to help advertisers understand channel effectiveness and overall incrementality in a changing landscape.

Analysis of Incorrect Options

• "The advertiser has in-house data science expertise to build and maintain Meridian." While having a data science team is a prerequisite for implementing an open-source tool like Meridian, it is not a benefit or outcome of the model itself. The question asks how Meridian is a good fit, focusing on the value it provides, not the conditions required to use it.

• "The advertiser has allocated funds to run an MMM through a third-party vendor." This describes an alternative path the advertiser could take. Choosing Meridian means opting for an in-house, open-source solution, making the budget for a third-party vendor irrelevant to this choice.