NIQ Global Intelligence plc announced that it has been certified as a Google Meridian partner, a milestone that allows the company to embed Google’s open‑source marketing‑mix model into its analytics platform. The certification, announced on November 20, 2025, gives NIQ the ability to combine its proprietary MMM engine with Google’s Bayesian causal‑inference framework, creating a hybrid solution that covers both online and offline media channels.
The integration is positioned to complement NIQ’s existing Full View™ consumer‑intelligence platform. Full View delivers insights into consumer buying behavior, while the new Meridian capability adds a unified view of media effectiveness across digital, TV, radio, and out‑of‑home channels. By marrying these two capabilities, NIQ can offer clients a single, end‑to‑end measurement stack that tracks the impact of every dollar spent, from creative testing to media optimization.
NIQ’s own MMM solution has long been a core revenue driver, but it has historically focused on offline media and brand lift. The Meridian partnership expands the scope to include performance‑driven metrics such as YouTube reach and Google Search activity, and it operates without reliance on third‑party cookies, aligning with privacy‑first data practices. This broadened coverage is expected to attract brands that need a privacy‑compliant, cross‑channel measurement tool and to deepen relationships with existing customers who are already using Full View.
Management highlighted the strategic importance of the partnership. Jason Tate, General Manager of Marketing Effectiveness, said the 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.” He added that the combination of open‑source innovation and NIQ’s proprietary expertise will deliver transparent, scalable, and accurate MMM solutions worldwide.
The certification is likely to drive additional revenue from both new and existing clients. NIQ’s recent Q3 2025 earnings showed strong growth in its measurement and analytics segment, and the Meridian partnership positions the company to capture a larger share of the expanding marketing‑analytics market, which is increasingly focused on data‑driven optimization and privacy‑centric approaches.
The content on BeyondSPX is for informational purposes only and should not be construed as financial or investment advice. We are not financial advisors. Consult with a qualified professional before making any investment decisions. Any actions you take based on information from this site are solely at your own risk.