WTF is open-source marketing mix modeling?

Improving media mix modeling is a top priority for U.S. marketers, according to a 2024 eMarketer study, with 61% claiming they’re working on making MMM “better and/or faster.”

Doubtless, many hope to seize the benefits of AI, with some of the ad industry’s largest names like Amazon, Google and Meta backing open-source projects to help further adoption. Just last month, Google launched a new open-source marketing mix model (MMM) called Meridian, which is designed to help marketers measure performance across media.

Some point to the proponents of open source large language models and hope it’s not a case of adland’s digital oligopoly building a better mousetrap to ensnare marketers’ budgets further — only this time employing the user-privacy narrative as a moat.

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