Mobile Measurement Partner

Details

Mobile Measurement Partners (MMPs) play a crucial role in the mobile marketing ecosystem by providing a centralized platform for tracking and attributing mobile app installs and user interactions. They integrate with various ad networks and platforms to collect data on where users are coming from and what actions they take within an app. This data is essential for marketers to understand the effectiveness of their campaigns and to allocate budgets efficiently.

MMPs use a combination of deterministic and probabilistic methods to attribute installs and in-app events. Deterministic methods rely on unique identifiers, such as device IDs, while probabilistic methods use aggregated data points to infer user actions. This dual approach helps ensure accuracy in environments with varying levels of data availability.

Examples & formulas

An example scenario would be using an MMP to determine which ad network drove the most installs during a promotional period. By analyzing the data, marketers can adjust their strategies to focus on the most effective channels.

Common mistakes

• Relying solely on deterministic attribution can lead to gaps in data; use a combination of methods.
• Ignoring privacy regulations can result in compliance issues; always adhere to data protection laws.

See also

• Attribution
• Multi-Touch Attribution
• Attribution Modeling
• App Tracking Transparency (ATT)
• Identifier for Advertisers (IDFA)