{"id":37,"date":"2022-06-07T10:50:31","date_gmt":"2022-06-07T10:50:31","guid":{"rendered":"https:\/\/persona.ly\/glossary\/attribution\/mmps\/"},"modified":"2025-03-05T14:19:12","modified_gmt":"2025-03-05T14:19:12","slug":"mmps","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/attribution\/mmps\/","title":{"rendered":"Mobile Measurement Platforms"},"content":{"rendered":"\n

What are MMPs?<\/h2>\n\n\n\n

MMP (mobile measurement platform)<\/strong> is a platform in which advertisers can track the performance of their different marketing channels. The platform provides data and insights that help advertisers better understand where they should be spending their marketing budgets.\u00a0
At their most basic, MMPs track impressions, clicks, installs, and events, though today some of them offer much more.<\/p>\n\n\n\n

Why do I need an MMP?<\/h2>\n\n\n\n

While advertisers can track the source of each download in Apple\u2019s App Analytics and Google\u2019s Play Console, attribution platforms provide additional details such as the medium of each individual source (i.e paid, organic, other) and further details within each source, such as campaign name, ad group, ad name, keyword and so on, which makes it easier to then get cohorted reporting.\u00a0
Beyond granular reporting, these platforms offer complimentary tools. These tools evolved from advertisers’ needs and the changes in the mobile advertising industry towards a transparent, data-based, fraud-free marketing funnel\\process\\something.<\/p>\n\n\n\n

Anti-fraud Tools<\/h3>\n\n\n\n

Mobile ad fraud<\/strong> has been a central issue in the mobile marketing industry from its beginning. As the industry grew and changed, the war against fraud became a pivotal part of it. As these changes took place, mobile measurement platforms started emphasizing the issue of fraud, offering tools and preventive measures against it, with the promise to save advertisers their marketing budget on genuine actions taken by actual users, and making sure paid installs are attributed to the proper marketing channels.<\/p>\n\n\n\n

Audience Segmentation Tools<\/h3>\n\n\n\n

Some MMPs offer marketers the option to segment their audiences (similar to the segmentation Google and Facebook\u2019s Pixel offer) and draw actionable insights from the data.<\/p>\n\n\n\n

Cost Tracking<\/h3>\n\n\n\n

Providing a single platform to track all marketing channels spending and income under one platform, allowing marketers to easily estimate the performance of channels in terms of ROI\/ROAS.<\/p>\n\n\n\n

Who?<\/h2>\n\n\n\n

Choosing a Mobile Measurement Platform<\/h3>\n\n\n