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.
Ad tech glossary
MMP (Mobile Measurement Partner)
Technical definition
A third-party platform that specializes in attributing mobile app installs and post-install events across multiple advertising sources.
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter to your inbox. Free.
Where this shows up
Could Bill Gates daughter face prison time for cookie stuffing?
Phoebe Gates, daughter of Bill and Melinda Gates, is in the press lately for an alleged "Cookie stuffing" operation. If charged and convicted, penalties could include actual jail time. Do you know how it works?
But the ads served, right?
Brands have a massive gap in understanding what their technology vendors are actually solving on their behalf and what the definition of "paid for" actually means.
News: Brand's $4 Billion Blindspot
Despite the myths, news environments prove to be high-return and brand-safe. With performance upwards of 8.5x higher, avoiding news media might be the most misguided marketing myth yet.