Definition
The canonical answer.
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 logic, credits one, and the cohort report shows which channel’s installs actually produce revenue over time. Budget decisions run on that view, not on the platforms’ self-reported sum, which always
Where this work happens: Adjust
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