#20 | MMP: Use it or Lose it

Use it or Lose it: a Mobile Measurement Partner ofcourseMobile in-app environments convert 3x more often than mobile web. Think about how often you buy Starbucks coffee through the app vs. opening Safari or Chrome to place an order. For most of us, it’s a night-and-day difference, in-app is faster, more convenient, and personalized. In cases like this, app conversion rates aren’t just higher, they’re the dominant way customers engage and buy.Yet, there are no cookies or traditional pixels in an in-app environment, meaning the standard ways most marketers measure performance don’t include mobile in-app conversions. This leaves a huge gap in understanding your true media impact.The in-app environment is a different world, frictionless UX, higher engagement, and better retention. To truly measure the impact of your media spend, you need a Mobile Measurement Partner (MMP) integrated into your DSP.The good news? The best DSPs can do two key things:1️⃣ Pre-built integrations with your MMP – With simple provisioning, you can securely share data with your DSP for retargeting and measurement.2️⃣ Off-the-shelf incremental lift measurement – The best DSPs work seamlessly with MMP data to provide clear insights into the true impact of your campaigns.At the end of the day, it’s simple: use your mobile data or lose viability. If your measurement strategy ignores in-app conversions, you’re making decisions with incomplete data—and in a world where mobile dominates, that’s a risk no marketer can afford#MobileMarketing #MMP #DigitalAdvertising #AppEngagement #MarketingROI #AdTechIf looking for an MMP, check out: AppsFlyer Branch Kochava Singular Adjust