Google has announced that Meridian, its open-source Marketing Mix Model (MMM), is now available to all marketers looking to measure marketing effectiveness and optimize ad budgets across both online and offline advertising. Since it was a first announced last year, Meridian has had limited availability while it was being tested by hundreds of brands globally.

As an open-source platform, marketers have full access to Meridian’s code and model parameters so it can be customized to specific advertiser needs without having to pay licensing fees associated with proprietary tech. Google also provides a global list of trained and certified partners who are available to help advertisers employ the platform. The partners include Accenture and Kinesso.

With Meridian, advertisers have access to key Google media metrics like impressions, clicks and costs. In addition, it tracks reach and frequency for video campaigns on platforms like YouTube by showing how many viewers are reached and how often they see the ads. It also helps businesses optimize their budget decisions by analyzing KPIs like sales, website visits and conversions.