NIQ's Cadence platform now runs Google's open-source Meridian ad budget model
· 2h ago · Originally reported by PPC Land
NIQ said its Cadence platform can now run Meridian, Google's open-source model for planning ad budgets. The company tied the launch to rising pressure on marketing returns, saying 74% of CMOs face more ROI scrutiny while only 9% have real-time insight. Launch clients, markets and pricing were not disclosed.
Why it matters
Marketing mix modeling is regaining importance as privacy changes limit ad tracking, and pairing a major data provider's platform with Google's open model could shape how brands decide where their ad money goes.
Explain it like I’m new here
It's like Google sharing a free recipe and NIQ putting it in its kitchen app so brands can figure out the best mix of ingredients for their ad budget.
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