Definition
What it means.
A Mobile Measurement Partner (MMP) is the independent attribution layer for app campaigns, such as Adjust or AppsFlyer: one SDK that credits installs and events to channels, deduplicates across networks, and reports cohorts. It exists because every ad platform grades its own homework; the MMP is
Worked example
In practice.
Meta and a second network both claim the same install. The MMP applies its attribution rules to assign credit, and cohort reports connect attributed installs with later revenue. Before comparing totals, the team aligns event definitions, windows, time zones, and data maturity. Platform totals can overlap or differ from the MMP; neither view alone measures
Where this work happens: Adjust
Put it in context.
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