B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
60%
60% -- mmm adoption rate for US advertisers (2025)
60% of US advertisers are already using Marketing Mix Modeling (MMMs).
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
60%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
eliya.io
Primary
Tier C
https://eliya.io/blog/media-mix-modeling/google-meridian-mmm ↗
Source Article
Google Meridian MMM: The 2025 Guide for Marketers
Google Meridian MMM: The 2025 Guide For Marketers
Discover how Google Meridian MMM helps marketers model channel impact, optimize media budgets, and stay ahead with privacy-safe attribution.
Introduction
Google Meridian MMM is an open-source marketing mix modelling (MMM) framework developed by Googl…
Original Research
eliya.io
· Original study ↗
Methodology
Article cites no named study or survey date for this figure; it appears in a 2025-dated guide, so 2025 used as vintage.
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2025 (current) | 60% | |
| 2026 | 60% | 0% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
US advertisers: 60% mmm adoption rate. Source: eliya.io (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/us-advertisers-mmm-adoption-60-percent
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<blockquote cite="https://lighthousedata.io/data/us-advertisers-mmm-adoption-60-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- mmm adoption rate for US advertisers<br><small>Source: eliya.io (2025) · <a href="https://lighthousedata.io/data/us-advertisers-mmm-adoption-60-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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