Google Introduces New Ad Measurement Tools, Meridian GeoX, Studio

Image credit: Search Engine Journal

MOUNTAIN VIEW, Calif. — Google announced new advertising measurement tools globally Monday, including an open-source incrementality testing solution, an enterprise platform for marketing mix modeling and updates to its Data Manager.

The company is launching Meridian GeoX, an open-source, geographic-based incrementality solution designed for causal measurement of media performance. Testing for Meridian GeoX is scheduled to begin later this year, according to Google.

Google also unveiled Meridian Studio, a new enterprise platform powered by Google Cloud. This platform is built to manage high-volume marketing mix models for advertisers.

Updates to Google’s Data Manager include a new visual summary feature with a map view. An API update will also enable the combination of foundational tags with additional data signals, such as store sales, the company said.

The Google tag will receive a visual setup flow to simplify implementation for marketers who do not possess coding knowledge. Google reported that advertisers who upgraded to the Google tag gateway saw an average of 14 percent more conversions, based on internal finance-sector data.

Eight measurement partners have been listed for the Meridian and Data Manager tools. These partners include Adswerve, Choreograph (WPP), Brainlabs, Epsilon, Fifty-Five, Jellyfish, Making Science and Merkle.

Further details regarding these updates and the evolution of Google Analytics are expected to be shared at the upcoming Google Marketing Live event on May 20.

Source: Search Engine Journal