To MMP or not to MMP? Mobile Attribution after iOS14

2022-04-06T16:27:11+00:00

A mobile measurement partner or MMP is a tool that helps app businesses measure the performance of their advertising campaigns from every angle. In short, it attributes a newly acquired user to an ad channel, campaign, and beyond. Let's compare how MMPs work before and after iOS 14 changes, as this is important to understand the effects of iOS 14 on MMPs.