Google expands Data Manager and Meridian with AI features and universal data standards

Google rolled out updates to Data Manager and Meridian, its marketing mix modeling platform, to provide marketers with more integrated measurement capabilities. Data Manager now integrates into Google Analytics and Display & Video 360, while adopting the IAB Tech Lab's ECAPI standard to make the Data Manager API universal. Meridian gained AI-powered agentic capabilities to audit data quality and guide model building, plus the ability to incorporate brand signals like Branded Google Query Volume into models. Google also launched Meridian GeoX globally, enabling causal geo-experiments that feed into marketing mix modeling to measure incrementality rather than relying solely on attribution.