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Mobile measurement partner (MMP)

Mobile Measurement Partner (MMP): Enhancing App Campaign Performance Metrics

A mobile measurement partner, often referred to as an MMP, plays a pivotal role in the world of app marketing. This entity is instrumental in helping apps gauge the effectiveness of their campaigns across various advertising marketing channels, media sources, and ad networks. This article delves into the significance of MMPs, their operational mechanisms, the advantages of partnering with them, and the recent developments in the realm of privacy that affect their functioning.

What is an MMP?

A mobile measurement partner can be thought of as a platform provider that spe8cializes in attributing, collecting, and organizing data related to mobile apps. Its primary function is to deliver a standardized assessment of campaign performance metrics. To draw an analogy from the world of sports, an MMP serves as an unbiased referee, arbitrating on attribution matters.

Within the tech stack of mobile marketers, an MMP holds a mission-critical position. It stands alone as the entity capable of providing an impartial view of the entire consumer journey. Consequently, MMPs empower marketers to discern which media sources truly deserve recognition for driving conversions. This, in turn, facilitates informed decisions regarding budget allocation. In essence, an MMP emerges as a trusted ally for marketers, aiding them in their quest for campaign success.

How Does the MMP Work?

In its most fundamental form, an MMP aligns campaign engagements with app installations and post-install in-app actions. This is achieved through a combination of methods, including device IDs for user-level attribution, probabilistic modeling, and SKAdNetwork in iOS 14 for deterministic aggregated-level attribution. Employing a software development kit (SDK), a piece of code designed to collect measurement and attribution data, the app collaborates with the MMP to connect ad engagements with app installs and in-app events. These events may include progressing through game levels, completing registrations in a FinTech app, making purchases, and more.

Benefits of Partnering with an MMP

Working with an MMP can yield a multitude of advantages for app marketers:

  1. Improved App Performance, ROAS, and LTV: An MMP equips marketers with accurate and detailed data, enabling precise budget allocation and optimization of app performance, Return on Ad Spend (ROAS), and Lifetime Value (LTV).

  2. Scalability in Marketing Efforts: As marketers expand their campaigns across various ad networks, MMPs provide the necessary tools to seamlessly explore new networks.

  3. Effective Budget Utilization: An impartial MMP connects the dots within campaigns, helping pinpoint where credit is truly due. This ensures optimal budget allocation to high-performing campaigns.

  4. Time and Resource Savings: Leveraging a universal SDK simplifies the measurement and attribution process across multiple ad networks. This results in significant time savings and eliminates the need to analyze numerous dashboards and spreadsheets.

  5. Single Dashboard View: MMPs consolidate both raw and aggregated data from paid media sources and organic activities into a single dashboard. This provides marketers with a comprehensive overview of their campaign performance.

Who Requires the Services of an MMP?

In short, any marketer with an app stands to benefit from partnering with an MMP. Mobile marketing is characterized by an abundance of data, making it a data-rich channel. However, evaluating campaign performance can be overwhelming due to the sheer volume of media data that requires analysis. Those who choose not to employ an MMP may find themselves expending significant resources and manpower attempting to decipher a multitude of dashboards and spreadsheets. Such manual analysis can lead to errors and missed opportunities for optimizing LTV and ROAS.

When entrusted to a reputable, unbiased provider, mobile attribution can precisely identify the value of specific channels, media sources, publishers, campaigns, and even creative elements. This allows continuous optimization of app performance and strategic growth.

Understanding Consumer Interaction with MMPs

Achieving a great Return on Ad Spend (ROAS) in a mobile campaign necessitates the thorough analysis and attribution of every consumer interaction. This is why the majority of marketers turn to MMPs to enhance their offerings to advertisers, maximize LTV, and gain clarity on where to allocate their budgets effectively.

SDKs: The Good, the Bad, and the Ultimate Solution

Mobile attribution hinges on Software Development Kits (SDKs). However, managing multiple SDKs can pose challenges for mobile marketers, particularly when dealing with numerous ad networks. As marketers scale their efforts, the time, cost, and manual labor associated with adding new SDKs for each network can drain technical resources and adversely affect app performance.

MMPs address this issue by offering a universal SDK. This cost-effective solution connects advertisers to a vast mobile ecosystem of thousands of ad networks, eliminating the need for expensive, time-consuming development efforts.

Selecting the Right MMP for You

When choosing a mission-critical solution like an MMP, there are four key factors to consider:

  1. Security and Privacy: Ensure that your chosen MMP places paramount importance on security and privacy. Vigilant due diligence processes should be in place to protect your customers’ data. Confirm that your attribution partner remains independent and unbiased.

  2. Fraud Prevention: Opt for an established MMP with a significant market share, capable of leveraging extensive market intelligence to combat fraud. Choose an MMP committed to maintaining a fraud-free ecosystem and partnering only with ad networks equally committed to fraud prevention.

  3. Data Accuracy and Comprehensive Features: Deep granularity and multi-touch attribution are essential for accurate analysis. Advanced capabilities like deep-linking, real-time data, omni-channel LTV, and cross-channel attribution provide invaluable insights.

  4. Experience: MMPs with a solid reputation, a loyal customer base, and the resources to support your growing needs are crucial. Mobile attribution technology is complex, and a seasoned, trustworthy MMP can make all the difference.

Privacy-Driven Developments Impacting MMPs

Privacy has taken center stage in mobile app marketing, particularly on iOS. The introduction of the AppTrackingTransparency (ATT) framework has altered attribution models and campaign optimization. This framework requires users to opt-in before third-party advertisers can collect their user-level data. However, existing capabilities still apply to the larger Android platform and to opted-in iOS users.

In response to privacy concerns, the industry has embraced innovative solutions like incrementality measurement, predictive modeling, and web-to-app flows. These measures ensure that accurate measurability remains a core component of mobile marketing.

Key Takeaways

In summary, here are the top five reasons for incorporating an MMP into your marketing strategy:

  1. Data-Driven Decision-Making: MMPs provide authoritative data for informed decisions, enhancing performance, ROAS, and LTV.

  2. Universal SDK: A universal SDK simplifies the process, saving time and resources by connecting all ad networks.

  3. Cost Efficiency: Avoid paying double or triple for attribution by relying on an impartial MMP to attribute credit accurately.

  4. Single Dashboard View: Consolidate data from various sources into a single dashboard for a holistic view of your user funnel.

  5. Expertise and Support: The complex mobile landscape requires the resources and expertise of MMPs to meet your marketing insights needs.

In conclusion, partnering with a reliable, unbiased MMP with a secure and scalable attribution platform can streamline your operations, allowing you to focus on strategic marketing and building a stronger, higher LTV user base. Mobile measurement partners are indeed indispensable allies in the ever-evolving world of mobile app marketing.

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