Mobile Measurement Partners (MMP’s)

What You Need to Know

In the world of mobile marketing, there is an important part of the ecosystem that every marketer should understand: the role of mobile measurement partners (MMP’s).

MMP’s are independent third-party platforms that track, organize, and visualize mobile app data to give marketers a unified view of campaign performance across channels and partners. 

Opportunity: There are two major opportunities for advertisers relative to MMP’s. 1) Greater efficiency; and 2) Unbiased and independent attribution. Advertisers need only to integrate one software development kit (SDK) into their mobile app rather than integrating a new SDK for every ad platform or publisher they want to run a campaign with. MMP’s also inform an advertiser’s multi-channel media mix as to what campaign ad drove a particular conversion or action. MMP’s provide a single point of truth in terms of measuring campaigns that run across channels and platforms. 

How Do They Work: 

Advertisers first integrate the MMP’s SDK into their mobile app to send all app installs and in-app events to the MMP. Once installs and events are being successfully measured, the advertiser can easily launch and track omni-channel campaign activity leveraging the MMP’s certified integrations with demand-side platforms (DSP’s), ad networks, affiliate networks, social networks, and publishers like Facebook, Google Ads, Snapchat and Twitter. 

MMP’s then capture all campaign activity including impressions and/or click tracking URLs. Advertisers  can also use MMP tags to measure their owned media efforts across email, web, social, and beyond. 

Once the MMP receives all installs and events from the app, as well as all impression and click data across the advertiser’s marketing campaigns, the MMP’s attribution engine deciphers which ad campaign drives installs and/or in-app events or actions. 

After attribution is awarded between a particular advertisement and an install or event, the MMP sends immediate data (Postbacks) to all of the advertiser’s partners to report the conversion outcome. This data postback aids in campaign optimization, network reporting, billing, and other marketing functions. The result? Ongoing marketing optimization to provide maximum return on ad spend (ROAS).

We know a thing or two about optimization, ROAS and working with MMP’s. Let us help you navigate this important part of the mobile marketing ecosystem! Call or email us today!