Circana has added Google's Meridian framework to its Liquid Mix marketing measurement platform, giving advertisers another way to assess marketing effectiveness and optimise media investments using marketing mix modelling.
Announced on September 8, the integration combines Meridian's open-source marketing mix modelling framework with Circana's first-party data, artificial intelligence capabilities and measurement expertise. The company said the offering is designed to provide marketers with a transparent and privacy-safe approach to connecting advertising investments with business outcomes.
The addition expands Circana's existing Liquid Mix platform, an AI-powered self-service marketing mix modelling solution built for marketing and analytics teams. Liquid Mix allows users to evaluate the incremental contribution of different marketing channels, test budget scenarios and forecast potential outcomes.
Meridian, developed by Google, is an open-source marketing mix modelling framework designed to help advertisers measure the impact of marketing investments while working within a privacy-focused measurement environment. Its addition gives Liquid Mix users another modelling option rather than replacing Circana's existing measurement capabilities.
The combined offering draws on Circana's first-party data assets, which include billions of verified transactions, loyalty-based purchasing signals, demographic insights and retail outcomes. According to the company, these datasets can be used alongside Meridian's modelling framework to evaluate audiences and business impact across physical retail and e-commerce channels.
Circana positions Liquid Mix as an always-on layer that can complement traditional marketing mix studies. The platform is designed to help teams run models more frequently as media budgets, campaigns and market conditions change, rather than relying solely on periodic measurement studies.
The company says Liquid Mix uses store-level point-of-sale data covering more than 750,000 stores and over 2,000 retail partners. It can also incorporate marketers' internal sales, media and customer data alongside factors including pricing, promotions, distribution, competitive activity, weather and broader economic conditions.
Stuart Aitken, President and Chief Executive Officer at Circana, said marketers are looking for greater flexibility and transparency in measurement while retaining the data depth required to make business decisions. He said bringing Meridian into Liquid Mix gives clients more choice in measuring performance and linking media investment to verified consumer demand.
The integration comes as marketers face growing pressure to demonstrate the incremental business impact of advertising across increasingly fragmented media and commerce environments. At the same time, changes in privacy and data access are encouraging the industry to explore measurement approaches that rely less heavily on individual-level tracking.
For Circana, the Meridian integration extends its push to combine AI, transaction data and marketing mix modelling within a self-service measurement environment.
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