Google Meridian
Google's open-source Bayesian MMM library, released 2024.
Last updated: 2026-05-04
Definition
Meridian gives you a working Bayesian MMM model. It does not give you data ingest from non-Google ad platforms, an optimizer, an execution engine, a UI, or per-tenant operations. WatEase AI ships all of the above, plus Meridian-equivalent model quality (Bayesian, MCMC, adstock, saturation, credible intervals). The DIY-vs-platform tradeoff is the same one as Apache Airflow vs. Astronomer or Postgres vs. RDS.
How it applies in India
Meridian works fine on Indian data; the gap is operational not modeling.
Related terms
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