Yesterday, Google launched Marketing Mix Model Partners – a way for marketing mix model providers to easily integrate Google advertising data into their products.

Marketing mix models are a way for marketing teams to gain a picture of how their investments are driving sales, resulting in better decisions about how to optimise spend across brands, channels and regions.

Rolled out with analytics vendors Marketing Management Analytics, Neustar MarketShare and Nielsen, partners of these services will now have access to data from across their Google display, search and video campaigns in a standardised format, and are able to benchmark success against their alternative digital and offline efforts.

Trust and transparency

The launch of Marketing Mix Model Partners follows a similar rollout by Facebook earlier in the year, with a number of ad viewability errors on its platform leading to a call for third-party verification. In a similar play, Google has called this part of “our commitment to providing the industry with trusted, transparent, and independent third-party metrics”.

Jason Tate, VP of global analytics at Nielsen, said; “As the marketing landscape rapidly evolves, it is critical to use the most robust data-streams in our Marketing Mix models to ensure the highest standard of insight quality.

“Working with Google, we will have better input and better consultative output so that our advertiser clients can best understand what is driving their performance today and make informed decisions for tomorrow.”