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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in Deals and IPOs, NewsAmex Ventures backs Anzu to expand in-game advertising capabilities
Anzu, a company specializing in in-game advertising solutions, has secured a strategic investment from Amex Ventures. While the financial details remain undisclosed, the funding is expected to support Anzu’s expansion of its intrinsic in-game ad technology, particularly in premium gaming environments. The investment adds Amex Ventures to Anzu’s existing roster of backers, which includes notable […] More
- in News, Trends & Reports
Dubai’s gaming industry expands rapidly with over 350 companies and 16.6% growth
Dubai’s push into the global gaming industry is gaining ground, with recent data revealing a significant uptick in activity since the launch of the Dubai Program for Gaming 2033 (DPG33) in late 2023. According to figures shared by Dubai Media City and the Dubai Future Foundation, the emirate now hosts more than 350 gaming-related companies, […] More
Google launches Policy Insights tool in Android Studio to streamline app review process
Google is rolling out a new developer tool aimed at reducing friction in the Android app review process. The company has introduced Play Policy Insights in beta within Android Studio’s latest Narwhal Feature Drop Canary release. The tool is designed to surface relevant Google Play policy warnings during app development, helping developers detect potential compliance […] More
