With any partnership, it’s essential to know your strengths and your weaknesses. The identical goes to your associates program. To have the perfect probability of success, belief the specialists for the know-how that powers your program — particularly in the case of attribution.
However does each program want a cellular measurement companion? Is an MMP the identical as a companion advertising platform? And do you want each to run an associates program, or are you able to do all of it with simply an MMP?
Partially 2 of our collection, we’ll reply these essential questions with data present in our latest e-book, The Final Information to Cellular Companion Advertising. Let’s dive in!
What Is an MMP?
MMP is an acronym for “cellular measurement companion.” The time period comes from Fb’s identify for the primary group of tech suppliers that built-in with the social media platform to trace app installs.
A cellular measurement companion is strictly what it appears like: a third-party know-how companion that measures cellular app efficiency. Often, this implies attributing downloads and installs, which is finished through a chunk of code known as an SDK (software program growth package). MMPs can measure post-install actions as nicely, comparable to in-app registrations, purchases, and engagements. Obtain our information for an in depth rationalization of the know-how and monitoring strategies behind MMPs.
The key MMPs available in the market at this time are Regulate, AppsFlyer, Department, Kochava, and Singular. (Enjoyable reality: TUNE was technically the primary MMP, as we created the very first cellular app attribution SDK, recognized on the time as MobileAppTracking. It was finally rebranded as Attribution Analytics and acquired by Department in 2018.)
What Is a Companion Advertising Platform?
A companion advertising platform (PMP) is an end-to-end SaaS answer for constructing, managing, and rising affiliate packages and networks. These platforms can deal with all of the operations wanted to run a program, together with conversion monitoring, commissioning, supply/artistic/companion administration, communication, invoicing and funds, site visitors administration, and extra. They need to even be customizable sufficient to allow third-party integrations, customized growth, and extra performance through API. Most significantly, a real companion advertising platform operates as an unbiased, third-party software program supplier.
Whereas there are lots of choices available in the market at this time that label themselves as PMPs, most of those operate extra like conventional affiliate networks relatively than software program suppliers.
Why You Shouldn’t Use an MMP to Run an Affiliate Program
The quick reply? MMPs specialise in cellular app attribution, not companion program administration.
Whereas you should utilize your MMP so as to add particular person companions, share hyperlinks, and observe their efficiency, there are different actions which can be very important to operating a program that your MMP isn’t constructed to deal with. That’s the place your companion advertising platform is available in. Take a look at the chart under to see how these two options complement one another by dealing with completely different actions throughout your cellular app and companion advertising efforts.
Supply: TUNE’s Final Information to Cellular Companion Advertising
Find out how to Inform If You Want an MMP
Do you’ve a cellular app? Do you run person acquisition campaigns?
When you answered sure to both query, it is best to spend money on an MMP, as they supply probably the most dependable and correct measurement for at this time’s cellular app ecosystem.
Grasp Cellular Companion Advertising with TUNE
When you loved Half 1 and Half 2 of our collection on cellular companion advertising, keep tuned! We’ll be again subsequent month with extra insights, recommendation, and knowledge in Half 3. Within the meantime, ship us your questions or feedback at [email protected].
Obtain your copy of The Final Information to Cellular Companion Advertising
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Writer
Becky is the Senior Content material Advertising Supervisor at TUNE. Earlier than TUNE, she led quite a lot of advertising and communications tasks at San Francisco startups. Becky acquired her bachelor’s diploma in English from Wake Forest College. After dwelling almost a decade in San Francisco and Seattle, she has returned to her house of Charleston, SC, the place you will discover her having fun with the solar and salt water together with her household.
