With any partnership, it’s vital to know your strengths and your weaknesses. The identical goes to your associates program. To have one of the best likelihood of success, belief the consultants for the expertise that powers your program — particularly relating to 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?
Partly 2 of our collection, we’ll reply these vital questions with data present in our latest e-book, The Final Information to Cell Associate Advertising. Let’s dive in!
What Is an MMP?
MMP is an acronym for “cellular measurement companion.” 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 companion is precisely what it feels like: a third-party expertise companion that measures cellular app efficiency. Often, this implies attributing downloads and installs, which is completed by way of a bit of code referred to as an SDK (software program growth equipment). MMPs can measure post-install actions as effectively, similar 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 available in the market right now 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, identified on the time as MobileAppTracking. It was ultimately rebranded as Attribution Analytics and acquired by Department in 2018.)
What Is a Associate Advertising Platform?
A companion advertising 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, 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 by way of API. Most significantly, a real companion advertising platform operates as an unbiased, third-party software program supplier.
Whereas there are various choices available in the market right now 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 quick reply? MMPs focus on cellular app attribution, not companion 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 can be very important to operating a program that your MMP is just not constructed to deal with. That’s the place your companion advertising platform is available in. Take a look at the chart beneath to see how these two options complement one another by dealing with totally different actions throughout your cellular app and companion advertising efforts.
Supply: TUNE’s Final Information to Cell Associate Advertising
Easy methods to Inform If You Want an MMP
Do you’ve a cellular app? Do you run consumer acquisition campaigns?
Should you answered sure to both query, you must spend money on an MMP, as they supply probably the most dependable and correct measurement for right now’s cellular app ecosystem.
Grasp Cell Associate Advertising with TUNE
Should 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 data in Half 3. Within the meantime, ship us your questions or feedback at [email protected].
Obtain your copy of The Final Information to Cell Associate Advertising
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Creator
Becky is the Senior Content material Advertising Supervisor at TUNE. Earlier than TUNE, she led a wide range of advertising and communications tasks at San Francisco startups. Becky acquired her bachelor’s diploma in English from Wake Forest College. After residing practically a decade in San Francisco and Seattle, she has returned to her dwelling of Charleston, SC, the place you could find her having fun with the solar and salt water together with her household.
