NIQ just earned its certification as a Google Meridian partner—an endorsement that places the consumer intelligence giant inside a small, select circle of measurement specialists trusted to advance Google’s open-source Marketing Mix Model (MMM) ecosystem. For marketers, this move signals a meaningful shift toward more transparent, accessible, and scalable measurement options at a time when reliable attribution is harder to secure than ever.

Google’s Meridian framework is designed to help advertisers analyze the real impact of their marketing investments using open-source MMM technology. While traditional attribution models continue to buckle under privacy restrictions and signal loss, Meridian aims to fill the gap with reproducible, privacy-resilient modeling that spans channels. NIQ’s certification strengthens that mission by layering its own long-standing MMM expertise on top of Google’s modernized methodology.

Meridian’s latest upgrades also bring forward improved search measurement—now accounting for organic search volume—and a refined approach to video Reach & Frequency modeling. For brands still wrestling with how to value upper-funnel channels or understand the influence of search behavior on conversions, these enhancements expand the model’s real-world fidelity.

“This certification marks a major milestone in our mission to empower advertisers and media owners with best-in-class tools for measuring media impact faster, deeper, and more efficiently,” said Jason Tate, General Manager of Marketing Effectiveness at NIQ. He noted that blending open-source advancements with NIQ’s proprietary modeling gives marketers more dependable and flexible measurement options across global markets.

The partnership also positions NIQ as a bridge between standardized open-source guidelines and the more sophisticated models used by complex enterprises. Marketers can tap into an expanded range of outcome-based solutions without sacrificing transparency or control, and with enough flexibility to adjust for market conditions, strategy shifts, and diverse media portfolios.

As measurement evolves away from point-solution attribution, collaborations like this may become the industry’s blueprint—pairing standardized frameworks with proprietary intelligence to balance consistency and competitive advantage. For now, NIQ’s certification reinforces its place among the leading voices shaping the future of MMM, ensuring advertisers have credible tools to evaluate performance and optimize investments with more confidence.

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