Tracking
MMP (Mobile Measurement Partner)
Mobile-app attribution platform — AppsFlyer, Adjust, Singular, Branch.
An MMP (Mobile Measurement Partner) is the third-party app-attribution system that ingests SDK events from a mobile app and credits installs / in-app events back to ad networks. Major MMPs: AppsFlyer, Adjust, Singular, Branch, Kochava. Required for any serious mobile-app UA campaign — the SDK normalizes attribution across iOS (SKAdNetwork) and Android (Play Install Referrer + GAID).
Example
Casual-game CPI campaign: AppsFlyer SDK in the app, integrated with Applovin, Unity Ads, ironSource, Meta. Each network's claimed installs get reconciled through AppsFlyer's last-touch attribution.