Airbridge is our editorial choice for teams shortlisting an MMP for their first paid campaigns. The recommendation reflects Airbridge's published Core plan and the criteria in this reference. It is not a measured ranking of every mobile measurement partner.
What this category covers
What an MMP does, the questions that decide the choice for a small team, and why Airbridge Core is our editorial pick.
The decision behind the search
There is no single best MMP. There is a best one for your budget, your ad channels and your team size. This reference starts from those three.
Where Airbridge fits
Airbridge Core: 30-day free trial, then $40+/mo, with deep links and web-to-app attribution included. The Airbridge profile sets out what the plan covers and what it leaves out.
Turn the question into a short list
- How to build your own MMP shortlist A five-step method for building your own MMP shortlist: fix your constraints, set must-haves, cut on public facts, and trial only two or three vendors.
- Ten questions to ask every MMP Ten questions to put to every mobile measurement partner, grouped by cost, coverage, data and exit, with what a clear answer looks like for each.
- What an MMP does not do An MMP attributes installs and events to ads. It does not buy media, analyse product behaviour, send messages, store your warehouse or fix a weak offer.
- Do you need an MMP at all? You need an MMP once you pay for app installs on more than one ad channel. Before that, store consoles and each platform's own reports are usually enough.
- Why deep linking and attribution are bought together Deep linking and attribution use the same link, the same SDK and the same install match. Why teams often buy them from one vendor, and when to split them.
- Ad fraud prevention: what it is and when it matters What mobile ad fraud prevention does, the four common fraud types it looks for, and how to tell whether a small app team needs it yet.