Meridian: Google’s New MMM!

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REVOLUTIONIZING AD MEASUREMENT

📊 Google's Meridian: Transforming Ad Measurement

Google's latest launch, "Meridian," an open-source Marketing Mix Model (MMM), aims to redefine ad measurement amid the imminent phase-out of third-party cookies. This tool empowers marketers with advanced measurement capabilities while prioritizing user privacy.

Here’s the lowdown:

🔍 Enhanced Accessibility:

Meridian, currently accessible to select users, is set to become available to all marketers and data scientists soon. This democratization of MMMs ensures broader access to advanced ad measurement tools.

🌟 Key Benefits:

According to Google, Meridian is built on 4 crucial pillars:

• Innovation: Enhancing MMMs with features like calibration via incrementality experiments and integrating reach and frequency across all media channels.

• Transparency: As an open-source solution, Meridian offers full transparency by allowing users to review its code and methodology.

• Actionability: Empowering marketers with rich data inputs, model guidance, and cross-channel budget optimization for informed decision-making.

• Education: Providing users with comprehensive resources, including technical documentation and support for implementation and troubleshooting.

📈 Addressing Market Needs:

With 60% of US advertisers already leveraging MMMs and many others considering adoption, Google's Meridian meets the growing demand for comprehensive and privacy-conscious measurement solutions. By helping marketers navigate evolving advertising landscapes, Meridian becomes a valuable asset in driving better business outcomes.

The Bottom Line:

Google's Meridian not only fills the void in ad measurement post-third-party cookies but also propels MMMs into a new era of accessibility and innovation. As marketers embrace Meridian's capabilities, they gain a competitive edge in understanding campaign performance, optimizing budgets, and ensuring compliance with evolving privacy regulations. For more details about Meridian, sign up here.

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CROSS-BORDER ADVERTISING TOOLS

🌐 Simplifying Cross-Border Advertising: Microsoft & Google Updates

Microsoft debuts Feed Labels, arriving in mid-March, to organize products across feeds based on common traits like language or product category. Meanwhile Google Ads limits country-level exclusions to 120 entities, aiming to refine location targeting for advertisers.

Here’s the breakdown:

📦 Microsoft's Feed Labels:

Launching soon, Feed Labels categorize products for seamless cross-border advertising, easing campaign management for retailers. This tool streamlines processes, allowing advertisers to focus on other essential tasks.

🔄 Understanding the Differences:

Microsoft distinguishes Feed labels from custom labels, emphasizing Feed labels' broader targeting utility across multiple feeds and campaigns, while custom labels facilitate more granular bid strategies and reporting within a campaign.

📍 Google's Location Exclusions:

Google Ads now limits advertisers to exclude up to 120 countries, simplifying location targeting workflows. Advertisers exceeding this limit receive warnings, promoting the use of positive geographic targeting instead.

The Bottom Line:

With Microsoft's Feed Labels and Google Ads' refined location exclusion policy, advertisers gain powerful tools for effective cross-border advertising and precise location targeting. These updates streamline campaign management, emphasizing the importance of efficiency in achieving global outreach and campaign success.

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