One integration, multiple uses : In the past, every time an advertising channel was launched, the SDK had to be integrated once. The more platforms it was launched on, the more times it was integrated, which was not only time-consuming and labor-intensive, but also error-prone. With MMP, you only need to integrate the SDK once, and then you can track the performance of all channels cleanly.
Accurate and independent data attribution : MMP can provide accurate and fair data attribution, avoiding double counting of data between different channels, allowing you to have a clearer understanding of the source of users, and then make more effective marketing decisions.
Anti-fraud function : A good MMP also has powerful anti-fraud function, which can filter out unreal traffic and ensure that your advertising budget is not wasted on fake users.
Common MMP platforms
There are several active MMP platforms on the market. Here are some of the main options:
AppsFlyer : Founded in Israel in 2011, it is one of the largest MMPs on the market. It is known for its powerful anti-fraud features, but its price is also relatively high.
Adjust : Founded in Germany in 2012, it is one of the giants albania mobile phone number list alongside AppsFlyer. It features its own cloud infrastructure.
Singular : Founded in the United States in 2014, it provides tailor-made services to large enterprises.
Airbridge : Application data management tool developed by AB180, headquartered in Seoul, South Korea. It integrates data from web and mobile apps, allowing marketers to view the entire user journey on a single dashboard, whether it’s a web page, an app, or an interaction between the two.
How does MMP (third-party data tracking platform) work?
MMP utilizes software development kits (SDKs) integrated into mobile applications to collect and analyze data. Here is the simplified process:
Implement the MMP SDK into your application
SDK collects data on user interactions and in-app events
MMP pairs campaign engagement with install and post-install behavior
Data is consolidated and presented on a unified dashboard
MMP uses a variety of attribution methods, including device ID, probabilistic modeling, and SKAdNetwork for iOS 14+, to accurately attribute conversions to the correct marketing source.
Why does the application need MMP (third-party data tracking platform)?
Improve performance : MMP provides precise, granular data to optimize app performance, return on ad spend (ROAS), and lifetime value (LTV).
Scalability : As activity expands to multiple networks, MMP provides the tools needed to efficiently explore new pipelines.
Efficient budget allocation : By accurately attributing conversions, MMP helps marketers allocate budget to the most effective campaigns.
Save time and resources : Universal SDK eliminates the need for multiple integrations, saving development time and resources.
Consolidated reporting : MMP provides a single dashboard view of all marketing data, simplifying analysis and decision-making.