An advertiser relies heavily on incremental it y to measure offline and online media and is considering adopting a Marketing Mix Model for the first time. The director of analytics is considering both third-party and in-house solutions. They have a budget to run a third-party Marketing Mix Model (MMM) and a robust data science team who could build an in-house model. They spend the majority of their media budget on digital and prioritize measurement solutions that are digital-savvy. In what two ways would Meridian, Google's open-source MMM solution, be a good fit for this advertiser? Select two answers.

Meridian is an ideal fit for this advertiser because its open-source framework is designed to empower organizations with in-house data science expertise to build, maintain, and fully customize their own sophisticated marketing mix models. By providing transparent code and advanced Bayesian methodology, Meridian allows the team to move beyond "black-box" solutions and tailor the model to their specific business nuances. Furthermore, it specifically addresses the advertiser's digital-first focus by offering more accuracy and actionability in digital media measurement through innovative features like the integration of Google Query Volume and reach and frequency data for YouTube. This ensures that their largest budget allocations are measured with the granular, high-quality signals required to optimize long-term performance and ROAS.