Glossary/Adtech & Programmatic/Mobile Measurement Partner (MMP)
Adtech & Programmatic
Mobile Measurement Partner (MMP)
A third-party platform, such as AppsFlyer, Adjust, or Branch, that attributes app installs and in-app events to the ads that drove them.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
A mobile measurement partner (MMP) is a third-party platform, such as AppsFlyer, Adjust, or Branch, that attributes app installs and in-app events to the ads that drove them. Acting as a neutral source of truth across ad networks, an MMP standardizes reporting, supports fraud detection, and helps marketers compare channel performance.