MMP Attribution: The Engine Behind Smarter Mobile Marketing
In the app economy filled with apps, achieving success is no longer about just placing ads; it is about understanding which ads actually work. That's where mobile measurement partner (MMP) attribution comes into play. It indicates to marketers where installs, clicks, and all in-app behaviors are originating from. Without MMP attribution , agencies can spend thousands of dollars on multiple campaigns while remaining unclear on which will actually lead to real users, and which will contribute zero value. For marketers, MMP attribution is the scoreboard of the competitive game. Not only do you want to play the game, you want to know who's scoring, how they scored, and why they scored. That is why it is a mobile marketer's number one tool today. The Role of Mobile Measurement Partners The tools driving this behind-the-scenes activity are called mobile measurement partners (MMP) attribution. Usually, an MMP attribution setup runs through a mobile measurement partner, which a...