What is an MMP (mobile measurement partner)?
An MMP (mobile measurement partner) is an independent company, such as AppsFlyer, Adjust, Kochava or Branch, that app marketers use to attribute installs and in-app actions to the ad networks and campaigns that drove them. Its SDK in the app records installs and events, then matches them to ad clicks and views, and it also filters mobile ad fraud.
Without an MMP, every ad network would claim credit for the same install. MMPs act as a neutral referee, applying rules such as last-click windows. They also integrate Apple's SKAdNetwork / AdAttributionKit and AdAttributionKit data for iOS, where the IDFA is usually unavailable under App Tracking Transparency.
Fraud prevention is a major MMP function: rejecting click injection, click spamming, SDK spoofing and installs from emulator farms or device farms before advertisers pay.