With any partnership, it’s necessary to know your strengths and your weaknesses. The identical goes on your associates program. To have the perfect likelihood of success, belief the specialists for the expertise that powers your program — particularly with regards to attribution.
However does each program want a cellular measurement accomplice? Is an MMP the identical as a accomplice 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 necessary 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 accomplice.” The time period comes from Fb’s title for the primary group of tech suppliers that built-in with the social media platform to trace app installs.
A cellular measurement accomplice is strictly what it feels like: a third-party expertise accomplice that measures cellular app efficiency. Normally, this implies attributing downloads and installs, which is completed by way of a chunk of code referred to as an SDK (software program improvement package). MMPs can measure post-install actions as properly, corresponding to in-app registrations, purchases, and engagements. Obtain our information for an in depth clarification of the expertise and monitoring strategies behind MMPs.
The key MMPs out there right this moment are Modify, AppsFlyer, Department, Kochava, and Singular. (Enjoyable truth: TUNE was technically the primary MMP, as we created the very first cellular app attribution SDK, recognized on the time as MobileAppTracking. It was ultimately rebranded as Attribution Analytics and acquired by Department in 2018.)
What Is a Companion Advertising Platform?
A accomplice advertising and marketing 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/accomplice administration, communication, invoicing and funds, visitors administration, and extra. They need to even be customizable sufficient to allow third-party integrations, customized improvement, and extra performance by way of API. Most significantly, a real accomplice advertising and marketing platform operates as an unbiased, third-party software program supplier.
Whereas there are numerous choices out there right this moment that label themselves as PMPs, most of those operate extra like conventional affiliate networks reasonably than software program suppliers.
Why You Shouldn’t Use an MMP to Run an Affiliate Program
The quick reply? MMPs concentrate on cellular app attribution, not accomplice program administration.
Whereas you should use your MMP so as to add particular person companions, share hyperlinks, and observe their efficiency, there are different actions which might be very important to working a program that your MMP just isn’t constructed to deal with. That’s the place your accomplice advertising and marketing platform is available in. Take a look at the chart under to see how these two options complement one another by dealing with totally different actions throughout your cellular app and accomplice advertising and marketing efforts.
Supply: TUNE’s Final Information to Cellular Companion Advertising
Find out how to Inform If You Want an MMP
Do you have got a cellular app? Do you run consumer acquisition campaigns?
When you answered sure to both query, it is best to put money into an MMP, as they supply essentially the most dependable and correct measurement for right this moment’s cellular app ecosystem.
Grasp Cellular Companion Advertising with TUNE
When you loved Half 1 and Half 2 of our sequence on cellular accomplice advertising and marketing, keep tuned! We’ll be again subsequent month with extra insights, recommendation, and data 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 a wide range of advertising and marketing and communications initiatives at San Francisco startups. Becky acquired her bachelor’s diploma in English from Wake Forest College. After residing almost a decade in San Francisco and Seattle, she has returned to her house of Charleston, SC, the place you could find her having fun with the solar and salt water together with her household.
