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# MMP (Mobile Measurement Partner)
- URL: https://www.adlingo.org/glossary/mmp/
- Published: 2025-01-15T10:25:00.000Z
- Updated: 2025-01-15T10:25:00.000Z
- Description: A third-party platform that specializes in attributing mobile app installs and post-install events across multiple advertising sources.
- Author: Travis Lusk
- Tags: Measurement, #glossary, #Import 2026-10-27 17:05

The neutral third party that referees mobile app attribution. Every ad platform claims the install. The MMP sits between them and applies a single attribution logic across all sources. Without one, you are reconciling self-reported numbers from competing vendors, which is not reconciliation at all. If you are running any meaningful mobile app spend without an MMP, you do not know what is actually working.