Google Unveils Global Rollout of Meridian GeoX

Google has expanded its open-source marketing mix modeling tool, Meridian, with several updates that aim to help advertisers measure the effectiveness of their media investments.

The biggest update is the global launch of Meridian GeoX, which was previously in beta. This feature allows marketers to run geographic incrementality experiments and estimate the incremental impact of advertising on business outcomes.

GeoX can be used across multiple platforms, not just Google's, making it a useful tool for advertisers who want to understand performance across their entire media mix.