Meridian would be a good fit for the advertiser because it helps evaluate all media, especially digital, with more accuracy and actionability, and the advertiser has in-house data science expertise to build and maintain Meridian.

• The advertiser has allocated funds to run an MMM through a third-party vendor.
• Meridian helps advertisers evaluate all media, but especially digital, with more accuracy and actionability.
• The advertiser has in-house data science expertise to build and maintain Meridian.
• Meridian is a replacement for the advertiser’s own multitouch attribution and incrementality testing.

The correct answers are: Meridian helps advertisers evaluate all media, but especially digital, with more accuracy and actionability, and the advertiser has in-house data science expertise to build and maintain Meridian.

Explanation: The given answer is correct. Meridian would be a good fit for this advertiser in these two ways:

1. Meridian helps advertisers evaluate all media, but especially digital, with more accuracy and actionability. Meridian is Google’s open-source MMM solution, designed to provide better insights into both online and offline media, with a particular strength in digital channels by leveraging Google’s proprietary data (like YouTube reach and search query volume). This aligns with the advertiser’s focus on digital and prioritization of digital-savvy measurement.
2. The advertiser has in-house data science expertise to build and maintain Meridian. Meridian is an open-source solution. This means it requires a capable in-house data science team to set up, customize, and maintain the model. Since the advertiser has a robust data science team, this open-source nature is a benefit, allowing for transparency and tailoring the model to their specific needs, avoiding “black box” third-party solutions.

Reference:

About Meridian | Google for Developers: https://developers.google.com/meridian/docs/basics/about-the-project (This page explains Meridian’s focus on digital media and its open-source nature requiring in-house expertise).