Meridian GeoX became generally available globally and Meridian added agentic auditing and brand signals

Meridian GeoX, Google's open-source library for causal geo-experiments, left beta and became generally available globally. It can be run for standalone incrementality experiments or fed into Meridian's marketing mix model, which also gained agentic capabilities that audit data quality and give real-time guidance while a model is built, support for brand signals such as Branded Google Query Volume, and backend speed improvements.

GeoX was previewed in beta in May 2026. Results from geo-experiments can now flow into the MMM so incrementality findings sit inside the wider model rather than beside it. Brand signals extend Meridian past lower-funnel response into upper-funnel brand investment. The library is open source with no licence cost, but running it still requires infrastructure, skilled analysts, clean data and enough media spend to power the experiments.