Mobile Measurement Partner (MMP)
A mobile measurement partner (MMP) is a platform where app developers and mobile marketers can analyze attribution data including clicks, installs, sources, in-app purchases and more. MMPs collect user data typically via an SDK (software development kit).
MMPs advertisers to measure an ad campaign’s performance to find the best channels for user acquisition. Most MMPs also help to detect and prevent some types of mobile ad fraud including click spamming, click injection, and more.
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LATEST MOBILE MARKETING NEWS
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in NewsJudge orders Google to remove barriers to rival app store installs on Google Play
Google has been ordered to make third-party Android app stores easier to find and install through Google Play after a U.S. federal judge criticized several steps in the current process as unnecessary “anticompetitive friction.” The order is the latest development in the company’s ongoing antitrust proceedings with Epic Games. During a compliance hearing in San […] More
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in News, Trends & ReportsMeta removes more than 750,000 under-16 Facebook and Instagram accounts in Australia
Meta says it has removed access to more than 750,000 Facebook and Instagram accounts in Australia that it assessed as belonging to people under 16, as the company continues enforcing the country’s social media age restrictions. The figure covers enforcement through June 30, 2026. Australia’s social media minimum-age rules took effect in December 2025, requiring […] More
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in NewsApple proposes up to 15% commission on US purchases made through App Store link-outs
Apple has proposed a new commission structure that would charge developers up to 15% on purchases made outside the App Store after users follow an external link from an iOS app, as the company’s legal battle with Epic Games moves into a new phase over what fees Apple can collect from linked-out transactions in the […] More