MMP Marketing: The Secret Behind Smarter Mobile Ads

 



Have you ever thought about how your favorite apps know what you like? You launch a new game, and then all of a sudden, your Instagram is showing you ads for games like the one you launched. You look at sneakers on one app, and then another app shows you a discount for that brand later. 

It is not a coincidence. It is called MMP marketing, and it is the superhero of mobile advertising!

What is MMP Marketing?

Let’s Break It Down

MMP stands for Mobile Measurement Partner. Therefore, MMP marketing is as simple as using a mobile measurement partner to analyze what users are doing in apps, as well as how they are interacting with ads. 

Think of it like this - if you had a friend who tracked what games you played, which items you clicked on, when you deleted an app, and then they just turned around and helped businesses better understand that data (but without ever including your name), that would be your MMP.

Why is It Important to Marketers? 

Marketers do not want to guess at what works; they want to know. MMP marketing gives marketers data that then helps them understand which types of ads and which apps help get the most users, but it also can show what actions the users take after clicking on an ad.

How Does MMP Marketing Work?

Step 1: Tracking

When users click on an ad or install an app, the MMP begins tracking the user behavior including, for example:

  • Did the user sign up?

  • Did the user make a purchase?

  • How long did the user use the app?

All this is tracking is done anonymously. Once again, no personal info is shared.

Step 2: Analyzing

Once the data is collected, the MMP uses something called mobile marketing analytics to understand:

  • What ads are driving real users

  • What users are most active

  • How users behave within the app

Step 3: Impact on Users

This information can help the company:

  • Spend less money on non-performing ads

  • Create better experiences for users

  • Serve ads to individuals who are more likely to enjoy the app

Why MMP Marketing is a Game-Changer

Let's say you're a game developer looking to attract more users. You run ads, but don't know which ads are working. One ad may show that 1,000 people clicked it, but no one played your game, and another ad may have only shown 100 clicks, but 80 of those users are daily users.

With MMP marketing, you can see this information clearly and compare which ad performed better. MMP is the night vision goggles in a dark space, like mobile advertising.

What Are MMP Tools for Marketers?

Helping Marketers Work Smarter, Not Harder

Some marketing instruments exist to assist marketers in maximising their MMP data - these are called MMP instruments for marketers. Below are some of the things they can do for marketers:

  • Tracking the behaviour of users from distinct ads

  • Comparing ad results across platforms (i.e., Facebook, TikTok, and the like)

  • Helping marketers formulate a more intelligent advertising strategy

These enable marketers, instead of guessing, to know how, where, and why they should use their resources to maximise their MMP marketing data.

Why Mobile Marketing Analytics Matter

Understanding the Numbers

Mobile marketing analytics is the brain of the operation. It takes raw data and makes it smart data. For example:

Mobile marketing analytics may show that users of your TikTok ads have a longer time played than users of your Instagram ads.

Or that people using Android are more likely to transact on in-app purchases than iPhone users.

These kinds of insights will help apps scale faster and get in front of the right users.

How Mobile Measurement Partners Keep it Fair

What is a Mobile Measurement Partner?

A mobile measurement partner (MMP) is a company that offers a trusted source for tracking and analytics. They are like a referee in a sports game; they make sure you have the fairest numbers and no one is cheating or playing out of bounds.

They work with ad networks and app developers to ensure that all parties are looking at the same results and numbers and can get a consistent view of performance.

Real-Life Example of MMP Marketing

Imagine opening a music app and listening to a few songs. If you then see an ad for headphones on a different app, that isn't random. What likely happened was this: 

  • You listened to some music, and that music app shared anonymous data with an MMP. 

  • The MMP recognised that you are an active music listener. 

  • A marketer used MMP tools for marketers to identify people who love music. 

  • You see an ad that makes sense, and maybe you purchase the headphones.

Final Thoughts: Why Should You Care (Even If You're Not a Marketer) 

Even if you're not running ads or building apps, it's interesting to see how the wheels turn in the digital world. MMP marketing is everywhere – helping to improve apps, helping companies save money, and helping you see content you actually will find interesting. 

And as you get older, you may find yourself working in marketing, technology, or even app design. Having an idea of mobile marketing analytics and how a mobile measurement partner works could put you way ahead of your peers. 

So the next time you see an ad pop up at the right moment or engage with a new favorite app, just remember: MMP marketing likely played a role.

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