Measurement is the engine driving growth in the AI era. It serves as the foundation providing the insights needed to navigate complex consumer journeys and fuels the sustained growth essential for staying competitive. As AI reshapes campaigns and creativity, it’s crucial for your measurement foundation to evolve accordingly. Because effective measurement—powered by precise data—acts as a key competitive advantage, we are committed to simplifying the process. Today, we are unveiling new ways to help you better manage your data, conduct causal experiments, and achieve a unified view that guides your investment decisions across your marketing mix. Our goal is to empower you to leverage data and insights, turning measurement into your strategic edge in the AI era. 1. Strengthen your data to boost ROI. Activating your data delivers tangible results—in fact, advertisers using the Google tag gateway have observed an average 14% lift in conversions. However, extracting this value remains challenging. Fragmented data sources, technical complexities, and setup errors often hinder building comprehensive data strength. To unify your insights further, in the coming weeks, Data Manager and its API will enable you to combine foundational tags with additional data—including new signals like store sales—to create a richer, more complete customer view. We’re also enhancing the Google tag with a new visual setup flow. If you already have tags implemented, there's no need for new ones—we offer a simple upgrade path for your existing tags with just a few clicks, no coding required. This update brings the power of Google Tag Manager to all users, centralizing settings and user access while enhancing data collection and overall site performance. 2.

Gain a clearer picture with causal signals. Achieving a full causal understanding requires integrating multiple signals. That’s why we’re adding Meridian GeoX to our suite. When measuring geographic incrementality, GeoX delivers the ground-truth validation you need. To simplify geographic experimentation, GeoX is built on an open-source codebase, with its signals flowing seamlessly into our Marketing Mix Model, Meridian. Meridian GeoX offers a defensible, ground-truth assessment of media channel performance you can confidently present to your CFO. Testing for Meridian GeoX will begin later this year. 3. Optimize investments across your media mix. Making informed decisions across your media channels becomes easier when you consolidate your data, run causal experiments, and calibrate your Marketing Mix Model (MMM). Meridian provides the framework enabling this, and we’re committed to making it simpler to act on these insights. We recognize that Marketing Mix Models can be complex to operate. To address this, we’re launching Meridian Studio—our new enterprise platform built on Google Cloud that equips sophisticated teams with tools to easily customize and manage high-volume models using your richest signal base. This platform operationalizes Meridian's core methodology, enhancing your team’s ability to build and scale models efficiently while saving time and resources. We will continue expanding the Data Manager API and Meridian partnerships to help you capture the complete picture.