Mobile attribution is the talk of the mobile industry recently. It’s the key to understanding user behavior and optimizing marketing actions. But what exactly is mobile attribution, why is it important, and how has it changed? Let’s find out. What is mobile attribution? Simply put, mobile attribution links app installs to marketing efforts. Knowing which… Continue reading Mobile Growth Basics: Mobile Attribution
In the wake of App Tracking Transparency (ATT) and SKAdNetwork (SKAN), probabilistic matching has been getting a lot of attention. After the deprecation of IDFA, many mobile advertisers have been looking for new ways to attribute campaign success on iOS — and probabilistic matching has stepped up in the absence of user-level attribution. Let’s learn… Continue reading Mobile Growth Basics: Probabilistic Matching
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… Continue reading Mobile Growth Basics: What is an MMP?