NIQ integrates Google's Meridian into its marketing platform

NIQ (NYSE: NIQ) announced the integration of Meridian, Google's open-source Marketing Mix Modeling (MMM) framework, into NIQ Cadence™, the company's AI-native marketing effectiveness platform.

The integration allows marketers to run Meridian models within NIQ Cadence™ alongside data inputs and scenario planning tools, connecting measurement results to media optimization decisions in a single workflow. NIQ's proprietary data and a marketer's own inputs feed into the Meridian model, with results flowing into scenario planning and performance monitoring.

According to NIQ's CMO Report cited in the press release, 74% of CMOs said they face increased scrutiny to prove marketing ROI, while only 9% said they had adequate access to real-time insights.

"Marketing leaders have told us they don't need another standalone model. They need a faster path from insight to action," said Jason Tate, General Manager of Marketing Effectiveness at NIQ. "By bringing Meridian into NIQ Cadence™, we're helping teams expedite data preparation, accelerate modeling cycles, and keep marketing measurement connected to the business decisions it should drive."

NIQ has held certified Meridian partner status since 2025. The company said the integration extends Meridian from a standalone measurement methodology into a continuous marketing workflow, with updates delivered through automated APIs.

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