Why most advertisers still struggle to get value from Meridian
Marketing Mix Modeling (MMM) is gaining traction as advertisers look for new ways to measure results without relying on user tracking. As privacy rules tighten and tracking becomes more difficult, many marketers are turning to MMM tools like Google’s Meridian to understand where their ad spend is going and what’s driving results.
For large brands with data teams, Meridian can be powerful. But for most teams, especially those without dedicated analysts or years of campaign data, it’s more theoretical than practical.
That’s where Unyte comes in.
What Meridian gets wrong
The goal of Marketing Mix Modelling tools is simple in theory: to understand which channels are driving results.
How much of your revenue came from paid search? What about Meta ads? What happens if you cut spend or shift more of your budget to TikTok?
These are the questions marketers ask every day and MMM aims to answer without tracking individuals.
But here’s the catch…most MMM tools, including Google Meridian, require:
- Months (sometimes years) of historical data
- Clean, structured inputs across every channel
- A data team to interpret and act on the results.
Meridian was built for enterprises with full data teams. Not for growing teams with multiple campaigns with limited time and resources.
By the time insights are delivered, the campaign’s over. The budget’s gone and you’re still left guessing.
How Unyte differs
We kept hearing the same thing from advertisers:
“Our ad budget isn’t being spent efficiently but we don’t know how to fix it.”
So we built Unyte, a tool that actually helps marketers make faster, smarter decisions with their budget.
Real Time Insights
Unyte connects directly to your ad platforms to show you instantly what’s working and what isn’t, in real time.
Actionable Recommendations
Most MMM tools stop at analysis, Unyte goes a step further using live performance data to forecast results and recommend how you should reallocate your budget more effectively.
Built for Advertisers, Not Analysts
Unyte is intuitive, visual, and doesn’t require a degree in data science. It’s made for marketers who want answers and not complexity.
Cross-Platform Clarity
Unyte brings all your digital campaigns into one view. No more jumping between dashboards or second-guessing results across platforms.
Why this matters now
Media buying today is more fragmented than ever. Advertisers are managing campaigns across Meta, Google, LinkedIn, TikTok each with its own metrics.
Each platform operates in its own silo: Meta doesn’t share data with Google, and insights from LinkedIn or TikTok remain boxed in. As ad costs continue to rise and with third-party cookies disappearing, advertisers are left with incomplete visibility. What was once performance marketing now feels more like guesswork.
Meridian tries to solve this with depth but Unyte solves it with accessibility.
We give advertisers the visibility, flexibility, and clarity they need to manage budgets across platforms.
The bottom line
Google Meridian brought attention to the need for better marketing measurement. But it wasn’t built for most teams.
Unyte makes MMM practical.
- No long onboarding
- No complex models
- No waiting weeks for insights
Just clear, AI-powered planning that shows you where your ad spend is working and where it is not. So you can move faster, spend smarter, and get more for every ad spend.
Curious to see Unyte in Action?
We’re currently onboarding a group of early users through our beta waitlist.
If you run multi-channel campaigns and want a smarter way to plan and spend, we’d love to connect.