Why Mobile Measurement Partners (MMPs) Are Essential for Digital Advertising Success

The Growing Importance of Mobile App Advertising

In a recent LinkedIn post, Steven Ohrnstein, SVP of Platform & Analytics at Viant, emphasized the critical role of Mobile Measurement Partners (MMPs) in today’s mobile-driven advertising ecosystem. Mobile apps have transformed the way consumers interact with brands, boasting conversion rates 3x higher than mobile web (Mobiloud). Yet, despite this dominance, many marketers still struggle to accurately measure in-app conversions due to the absence of traditional cookies and pixels.

This is where Mobile Measurement Partners (MMPs) come in. These third-party platforms bridge the measurement gap, providing clear insights into mobile ad performance, user engagement, and true campaign impact.

If you’re running mobile ads without an MMP, you’re likely missing crucial data—and in today’s competitive market, that’s a risk no marketer can afford.

Why CTR and Traditional Metrics Fall Short in Mobile Advertising

Most digital marketers rely on standard metrics like click-through rate (CTR) and last-click attribution, but these don’t fully capture how mobile users behave in-app. Here’s why:

1. Mobile Apps Convert More, But Are Harder to Track

• Users explore 4.2x more products per session in apps than on mobile web.
• Entertainment and travel apps convert 200%+ better than their web counterparts (Mobiloud).

Yet, because in-app environments don’t support cookies, many marketers miss out on tracking these high-intent conversions.

2. In-App UX is Frictionless—But Invisible Without MMPs

Think about how you order Starbucks through the app vs. a mobile browser—apps are designed for speed, personalization, and retention. Without an MMP, your reporting won’t capture this activity, making it seem like your ads aren’t driving results.

3. Standard DSP Tracking Isn’t Enough

Most Demand-Side Platforms (DSPs) track impressions, clicks, and view-through conversions—but not in-app activity. This means you’re only seeing half the picture, leading to incomplete optimizations and wasted ad spend.

What Are Mobile Measurement Partners (MMPs) and How Do They Work?

MMPs are specialized attribution platforms that track and analyze mobile app activity, giving advertisers a full-funnel view of user behavior. Here’s what they offer:

Accurate Attribution

Some MMPs help determine which ads led to installs, in-app purchases, and other key actions, helping ensure proper credit for campaign performance.

Unified Data Across Channels

Instead of fragmented reports, some MMPs can consolidate mobile ad performance into customizable dashboards, making it easier to track cross-platform campaigns.

In-App Event Tracking

From registrations to repeat purchases, some MMPs can provide granular insights into how users engage post-install.

Fraud Detection & Prevention

With ad fraud costing marketers billions, some MMPs can identify fake clicks and installs, helping ensure budgets aren’t wasted on bot traffic.

How DSPs and MMPs Work Together for Better Mobile Ad Performance

For maximum impact, MMPs should be fully integrated with your DSP. The best DSPs provide:

✔ Pre-built integrations with MMPs – Allowing seamless data sharing for retargeting and attribution.
✔ Incremental Lift Measurement – Identifying the potential true ad impact beyond organic growth.
✔ Cross-Channel Optimization – Helping you connect in-app activity to broader media campaigns.

If your DSP isn’t leveraging MMP data, you’re making decisions with incomplete data—and in mobile, that’s a competitive disadvantage.

Final Thoughts: Use Your Mobile Data or Lose It

Ignoring in-app conversions is like flying blind in mobile advertising. If your strategy doesn’t include an MMP, you’re missing key performance insights and potentially undervaluing one of your most profitable channels.

The takeaway? Use your mobile data—or lose visibility. In today’s mobile-first world, MMPs aren’t optional—they’re essential.