Mobile Game Measurement Partner (MMP)

What is an MMP (mobile measurement partner) and why are they needed?

Mobile measurement partners help mobile game and app developers understand their data more clearly to maximize return on ad spend. They collate data from multiple sources and attribute it to channels and campaigns, enabling marketers to make strategic decisions with confidence.

What is SKAN, ATT, Privacy Sandbox for Android and the ‘post-IDFA world’?

Apple requires implementing an ATT consent form since iOS 14.5 (April 2021) if apps collect user data for tracking purposes. This shifted from implicit consent with explicit opt-out to requiring explicit user consent, effectively retiring the widely-used IDFA.

This change caused attribution accuracy to drop “from more than 90% of player consents down to around 10-20%”, significantly impacting user acquisition performance and campaign visibility.

Apple created SKAN (StoreKit Ad Network) as a privacy-focused framework allowing limited attribution features post-install. Google announced Privacy Sandbox for Android, retiring Android’s GAID identifier, further reducing mobile UA evaluation capabilities.

How do MMPs provide value in the post-IDFA world?

MMPs’ off-the-shelf setup does not reliably evaluate user acquisition on iOS, causing many developers to reduce or abandon iOS marketing spend. Developers need significant additional resources to track effectively, which many lack.

How do MMPs work?

MMPs implement software development kits retrieving signals for metrics like purchases and installs. Data is examined and presented in standardized, actionable formats – more reliable and interpretable than basic SKAN attribution.

Some MMPs provide advanced tools like ad fraud blocking. Most work with attribution models including first-touch, last-touch, and multi-touch attribution.

Is SuperScale an MMP?

SuperScale is not an MMP but “delivers business impact with a more holistic approach” to scaling mobile games. We partner with MMPs while offering superior objectives through predictive dashboards and self-publishing services.

How do SuperScale and MMPs work together?

MMPs require extensive custom setup with limitations. SuperScale integrates data from major MMPs (including Singular and AppsFlyer) into SuperInsights, providing “a single source of truth within their own data lake”.

We provide longer prediction windows like D7 ROAS and use SuperETL to consolidate mobile and off-chain data onto unified dashboards, with in-house expert support for data connector setup.