Mobile Growth Basics: What is an MMP?

mobile measurement partners

Mobile measurement partners, also known as MMPs, are a key part of the mobile advertising ecosystem. These independent third-party platforms track, organize and visualize mobile app data to provide attribution data. The data provided by MMPs give marketers a holistic view of their campaign performance across all channels and partners allowing marketers to optimize their campaigns.

Data-driven campaigns are one of the most effective ways to acquire new users and MMPs are the key to better performing campaigns. 

Why do app marketers need an MMP?

The data that MMPs provide allow app marketers the insights they need into campaign performance to optimize their campaigns. From the results of A/B tests to the partners that perform best, MMPs can tell you what you need to know. If you have an app and your goal is growth, then you need an MMP.

MMPs have also, traditionally, been an ally in the fight against ad fraud. Learn more about ad fraud in the video below.

A list of the major MMPs: