Mobile Measurement Partner (MMP)
A mobile measurement partner (MMP) is a platform where app developers and mobile marketers can analyze attribution data including clicks, installs, sources, in-app purchases and more. MMPs collect user data typically via an SDK (software development kit).
MMPs advertisers to measure an ad campaign’s performance to find the best channels for user acquisition. Most MMPs also help to detect and prevent some types of mobile ad fraud including click spamming, click injection, and more.
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London has officially risen to become the world’s third-largest hub for gaming professionals, overtaking key cities in North America and Europe. According to new industry research conducted by Unscrambled and BOP for Games London, the UK capital now boasts over 13,700 gaming professionals, ranking just behind Los Angeles (22,600) and San Francisco (14,100). This milestone […] More
Spotify unveils Gen AI ads and programmatic buying with Spotify Ad Exchange
Spotify has introduced a transformative shift in its advertising business, unveiling its latest innovations at the Spotify Advance event in New York City. The streaming giant has debuted Gen AI-powered ads alongside the Spotify Ad Exchange (SAX), a new programmatic offering designed to modernize and streamline the ad-buying experience. The launch of SAX allows advertisers […] More
- in News, Trends & Reports
Truecaller hits 450 million monthly active users
Truecaller, the widely popular caller identification and spam-blocking app, has reached a significant milestone, surpassing 450 million monthly active users. The Swedish-based company announced that it added 50 million users over the past ten months, with 15.5 million joining since the beginning of 2025. The platform, which started as a simple caller ID service, has […] More
