Mobile measurement partner (MMP)

An independent platform that attributes app installs and in-app events to the campaigns that drove them, across every ad network.

Why it matters

An MMP exists to be the neutral scorekeeper: one set of rules applied to every channel. That neutrality matters, because the largest attribution platforms are now owned or backed by ad networks that also sell you inventory.

How justtrack handles it

justtrack is an independent MMP. We do not own ad inventory, so we have no incentive to direct your spend anywhere.

Related terms

• Attribution
• Postback
• Walled garden

Learn more

What is an MMP?