INTRODUCTION

How Next-Generation MMM Revolutionizes
Media & Marketing Performance

With the phase-out of third-party cookies and the emergence of new channels, traditional tracking and analytics tools are no longer enough for advertisers to effectively manage their advertising budgets. How can marketers truly measure the ROI of their media investments when relying only on clicks—while overlooking video, offline media, brand impact, or external factors like competition?

To gain a more comprehensive understanding of these factors, Marketing Mix Modeling (MMM) has made a strong comeback. This analytical technique measures the impact of media and marketing strategies on key performance indicators such as sales and revenue. Businesses can leverage MMM insights to assess the effectiveness of their campaigns and allocate budgets for optimal media and marketing performance.

However, traditional MMM often comes with challenges—it can be complex, opaque, and expensive. Typically, it takes the form of static, external studies conducted periodically by consulting firms, making decision-making slow in an environment where agility is key.

fifty-five is a Certified Meridian Partner

In January 2025, Google launched Meridian, its open-source MMM solution. As a certified Google partner, our team of data scientists and marketing experts is ready to help you unlock its full potential.

To combine speed, efficiency, and cost-effectiveness, fifty-five leverages its expertise from multiple Meridian deployments—having supported two-fifths of beta testers in France—along with our Google certification, making us one of the only four agencies certified for this solution in France.

BEFORE WE START

While the resources listed below will help you tackle the cookieless era through e-books, dedicated articles, use cases, and more, let’s first examine what the end of third-party cookies implies.

Third-party cookies have always been the alpha and omega of digital marketing for advertising targeting. Enabling user tracking on the web, these small text files were read, shared, and sold between different actors for decades. But today, collective awareness around invasive tracking practices and privacy has led to their gradual disappearance.

As this cornerstone of digital marketing vanishes, its disappearance is mostly felt by advertisers, whose ability to achieve effective activation is compromised.

Indeed, how does one personalize content for a website visitor on the open web or maintain controlled advertising pressure on an individual? Can audience lists still be shared with partners?

For the nascent cookieless era, no standards are yet set. Still, plenty of solutions exist to fill the void left by the disappearance of third-party cookies. All you need to do is find the one best suited for you.