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App

Mobile Measurement Partner (MMP)

An MMP is a neutral third party (AppsFlyer, Adjust, Singular) that attributes app installs and in-app events across all your ad networks in one place.

What it means

Apps cannot use web pixels. An MMP sits in your app via an SDK and becomes the single source of truth: which network drove each install, what users did afterwards, and which campaigns produced revenue — deduplicated across Meta, TikTok, Google, and ad networks that all claim the same install.

Why it matters

Without an MMP you cannot fairly compare channels or measure post-install value, and with Apple''s SKAdNetwork/ATT privacy framework, attribution gets even harder. For any app spending real money on UA, an MMP is non-negotiable infrastructure.

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