They are companies that provide measurement solutions to mobile app advertisers to help them track and measure the effectiveness of their mobile ad campaigns. They are a platform provider that attributes, collects, and organizes app data to deliver a uniform assessment of campaign performance metrics.
If an MMP fails to detect and prevent fraudulent activity, it can result in a loss of trust from advertisers. This can impact revenue and potential harm to the business.
Fraudulent activity can impact the ROI of campaigns, resulting in lower revenue and potential damage to the business.
If advertisers are able identify fraudulent activity and request chargebacks, MMPs may need to reconcile and refund the associated payments. This can result in lost revenue and additional administrative work.
If fraudulent activity is discovered and attributed to an MMP, it can lead to legal action against the company. This can result in fines, legal fees, and potential harm to the business.
“Ad Fraud and Invalid Traffic can lead to incorrect data being reported by MMPs. Fraudulent app installs or ad clicks can result in unreliable attribution and skewed campaign performance. This can damage the trust of advertisers and lead to lower revenue for the MMP.”Deeps
Co-Founder & CEO
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