Definition
A mobile measurement partner (MMP) is an independent attribution provider that sits between ad networks and an app to measure where installs and in-app events come from. The app integrates the MMP's SDK; ad networks send the MMP their click and impression data; when an install or event occurs, the MMP matches it to the right source using device identifiers, deferred deep links, probabilistic signals or Apple's SKAdNetwork, and produces a single, network-neutral record of what drove what.
The reason an MMP is used rather than trusting each ad network's own numbers is that networks all claim credit under their own last-touch logic, so their reported conversions overlap and sum to more than the real total. The MMP applies one consistent attribution model across all sources, deduplicates, and gives the advertiser a comparable cost-per-result figure per network - which is the basis for allocating budget fairly.
In context
For iGaming app acquisition, an MMP is standard infrastructure: it is how a buyer knows whether a $1.20 install from network A or a $2.00 install from network B is the better buy once registration and deposit rates are folded in. It also runs the deferred deep linking that carries a user to the intended screen after install, applies fraud filters against SDK spoofing and click injection, and feeds validated conversion events back to the ad networks for their optimisation.
The MMP's coverage is uneven across platforms. On Android it works well through the advertising ID.
On iOS, App Tracking Transparency removed the identifier for most users, so the MMP relies on SKAdNetwork's aggregated postbacks and modelling, and iOS attribution through it is partial and delayed. Buyers therefore read MMP iOS numbers as estimates, weight Android and web where the signal is deterministic, and use the MMP mainly as the neutral referee that stops every network from over-claiming.
Worked example
An operator compares three ad networks' self-reported installs against its MMP: the networks together claim 14,000 installs for a period where the MMP, deduplicating under one model, counts 9,500. Reallocating budget on the MMP's neutral cost-per-registration figures rather than the networks' inflated numbers cuts blended acquisition cost by 15%.
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Frequently asked questions
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