Mobile Measurement Partner (MMP)
An independent third-party platform that attributes mobile app installs and post-install events to the paid acquisition channels that drove them. AppsFlyer (Israeli, Nasdaq-listed) and Adjust are the category leaders.
A Mobile Measurement Partner (MMP) is an independent third-party platform that attributes mobile app installs and post-install events to the paid acquisition channels that drove them. The MMP sits between the advertiser and the ad networks and serves as the neutral source of truth that all parties agree to.
The category exists because self-reported attribution from ad networks (Facebook, Google, TikTok, Snap, Unity Ads) creates a structural conflict — the network reports its own performance — so app marketers route every channel through a neutral platform that deduplicates installs, resolves last-touch attribution, and produces a single ROAS view.
Two companies dominate the category globally: AppsFlyer, founded in Herzliya in 2011 and now public on Nasdaq, and Adjust, founded in Berlin and acquired by AppLovin in 2021. AppsFlyer holds majority global share. Singular, Branch, and Kochava compete in adjacent slices.
The MMP category re-rated permanently in April 2021 when Apple's App Tracking Transparency framework deprecated the IDFA identifier on iOS. MMPs absorbed the SKAdNetwork postback complexity, became the integration layer for Apple's privacy-preserving measurement APIs, and converted from a nice-to-have into mandatory infrastructure for any serious app marketer.