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The mobile app industry has long relied on Mobile Measurement Partners (MMPs) to track and attribute user acquisition efforts. These platforms provide deterministic attribution, helping advertisers understand which campaigns drive installs and revenue. However, with increasing privacy regulations, signal loss, and the rise of AI-driven analytics, a new measurement approach is gaining traction: Marketing Mix Modeling (MMM).
As deterministic tracking becomes more challenging, will MMPs evolve into MMM platforms? Let’s explore the future of mobile measurement and the shift from event-level attribution to probabilistic modeling.
The Challenges Facing MMPs
MMPs have traditionally been the source of truth for app marketers, but their dominance is now being challenged by:
1. Privacy-First Changes
• iOS 14.5+ (App Tracking Transparency – ATT): Apple’s privacy framework has drastically reduced the effectiveness of IDFA-based tracking, limiting MMPs’ ability to attribute users accurately.
• Google’s Privacy Sandbox: Google plans to phase out third-party cookies and introduce privacy-friendly attribution methods for Android.
