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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2025 proved to be a defining year for consolidation, strategic growth, and capital deployment across mobile marketing, ad tech, retail media, and AI-driven engagement platforms. From major buyouts and acquisitions to standout funding rounds that signaled investor confidence, the industry experienced an active 12 months of transformative dealmaking. Below, we break down the top deals […] More
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