Why Your MMP Is Not a Accomplice Advertising and marketing Platform

With any partnership, it’s vital to know your strengths and your weaknesses. The identical goes on your associates program. To have one of the best probability of success, belief the consultants for the know-how that powers your program — particularly in relation to attribution.

The Ultimate Guide to Mobile Partner Marketing

However does each program want a cellular measurement associate? Is an MMP the identical as a associate advertising and marketing platform? And do you want each to run an associates program, or are you able to do all of it with simply an MMP?  

Partly 2 of our sequence, we’ll reply these vital questions with info present in our latest e-book, The Final Information to Cell Accomplice Advertising and marketing. Let’s dive in! 

What Is an MMP? 

MMP is an acronym for “cellular measurement associate.” 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 associate is precisely what it feels like: a third-party know-how associate that measures cellular app efficiency. Normally, this implies attributing downloads and installs, which is completed by way of a chunk of code known as an SDK (software program growth equipment). MMPs can measure post-install actions as nicely, corresponding to in-app registrations, purchases, and engagements. Obtain our information for an in depth clarification of the know-how and monitoring strategies behind MMPs. 

The most important MMPs out there at the moment are Modify, 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 Accomplice Advertising and marketing Platform? 

A associate advertising and marketing platform (PMP) is an end-to-end SaaS answer for constructing, managing, and rising affiliate applications and networks. These platforms can deal with all of the operations wanted to run a program, together with conversion monitoring, commissioning, provide/artistic/associate administration, communication, invoicing and funds, visitors administration, and extra. They need to even be customizable sufficient to allow third-party integrations, customized growth, and extra performance by way of API. Most significantly, a real associate advertising and marketing platform operates as an unbiased, third-party software program supplier.  

Whereas there are lots of choices out there at the moment that label themselves as PMPs, most of those perform extra like conventional affiliate networks relatively than software program suppliers.  

Why You Shouldn’t Use an MMP to Run an Affiliate Program 

The brief reply? MMPs focus on cellular app attribution, not associate program administration.  

Whereas you need to use your MMP so as to add particular person companions, share hyperlinks, and observe their efficiency, there are different actions which are very important to working a program that your MMP isn’t constructed to deal with. That’s the place your associate advertising and marketing platform is available in. Try the chart beneath to see how these two options complement one another by dealing with completely different actions throughout your cellular app and associate advertising and marketing efforts.  

Chart - MMP vs partner marketing platform
MMPs, or cellular measurement companions, differ from associate advertising and marketing platforms (PMP) in a wide range of methods. For one, MMPs focus on cellular analytics and attribution, whereas PMPs provide end-to-end administration for affiliate applications.
Supply: TUNE’s Final Information to Cell Accomplice Advertising and marketing

Find out how to Inform If You Want an MMP 

Do you will have a cellular app? Do you run person acquisition campaigns?  

For those who answered sure to both query, it’s best to spend money on an MMP, as they supply probably the most dependable and correct measurement for at the moment’s cellular app ecosystem.  

Grasp Cell Accomplice Advertising and marketing with TUNE 

For those who loved Half 1 and Half 2 of our sequence on cellular associate advertising and marketing, 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 Cell Accomplice Advertising and marketing

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Becky Doles

Becky is the Senior Content material Advertising and marketing Supervisor at TUNE. Earlier than TUNE, she led a wide range of advertising and marketing and communications tasks at San Francisco startups. Becky obtained 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.

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