Analytics AaaS Integrates with Google’s Open-Source MMM “Meridian”
〜Hakuhodo DY Group Expands Data-Driven Marketing Solutions in APAC including Japan〜

Tokyo, January 31, 2025 – Hakuhodo DY Media Partners Inc. and Hakuhodo DY ONE Inc. have announced a major enhancement to their proprietary Analytics AaaS solution, now powered by Google’s open-source Marketing Mix Modeling (MMM) product, Meridian (*1). This next-generation offering––Analytics AasS powered by Meridian––leverages Google’s advanced measurement technology to optimize ad effectiveness and marketing ROI for advertisers across Japan and the APAC region.

This expansion follows Hakuhodo DY ONE’s certification as a Google Meridian partner, granting access to granular Google media data with inclusion of additional rich dimensions like R&F, Google Search query volume that enhances measurement accuracy (*2).

What is Analytics AaaS?

Analytics AaaS is next-generation Advertising Analytics as a Service (AaaS) model (*3), developed by Hakuhodo DY Media Partners to drive business growth through ad effectiveness optimization. By integrating MMM technology, this solution enables advertisers to:

• Optimize media investments across channels
• Enhance budget allocation strategies
• Define and measure KPIs more effectively

With over a decade of expertise in MMM research and implementation, Hakuhodo DY Group has been at the forefront of marketing analytics innovation. In September 2023, we worked with Google Japan to release a practical guidebook on MMM applications, demonstrating our leadership in advanced measurement solutions.

In recognition of our industry expertise and advanced analytics capabilities, Hakuhodo DY Group is now officially a Google Meridian Certified Partner for APAC including Japan (release link ).

Through this solution, we will gradually roll out media insights based on MMM and media planning to maximize marketing ROI, starting with Japan and expanding to other APAC countries.

Key Features of Analytics AaaS powered by Meridian

1. Enhancement of Advertising Effectiveness Analysis
   Access to Google Ads & DV360 placement data, YouTube reach and frequency metrics, and Google search query volume insights, allowing for deeper ad effectiveness analysis.
2. Calculation of Optimal Ad Exposure Frequency for YouTube and TV
   By combining Hakuhodo DY Group’s TV data with Google’s YouTube audience insights, we calculate the optimal number of ad exposures to maximize ROI across digital and traditional media.
3. Efficient MMM Analysis through the Adoption of Hierarchical Bayesian Modeling
   Unlike traditional MMM models that require three or more years of hierarchical data, Meridian’s Bayesian modeling delivers high-precision analysis with as little as two years of data. Enables regional-level budget allocation simulations and cross-channel ROI assessments.

Who Benefits from Analytics AaaS powered by Meridian?

• For cross-channel ROI analysis and budget allocation optimization of full funnel online/offline media
• To estimate media effect of offline sales channels
• To establish a common media/marketing evaluation method for multiple products

With this new offering, Hakuhodo DY Media Partners and Hakuhodo DY ONE will continue deepening expertise in MMMs, working closely with advertisers to solve measurement challenges and drive business success.

Additionally, throughout the Hakuhodo DY Group, we will expand our data-driven ad effectiveness solutions and strengthen partnerships with media companies to enhance advertising impact and brand growth.

(*1) Meridian is Google’s open-source marketing mix modeling (MMM) tool designed to address key measurement challenges in advertising.

(*2) Certification was awarded under the corporate entity D.A. Consortium Inc.

(*3) AaaS (Advertising as a Service) is a next-generation model developed by Hakuhodo DY Media Partners to drive digital transformation in the ad media business. It anticipates the shift from traditional reservation-based ads—where transactions are tied to ad space—to programmatic ads, a model that maximizes ad effectiveness. AaaS^® is a registered trademark of Hakuhodo DY Media Partners.