Unity & In-App UA
MMP
Mobile measurement partner (AppsFlyer, Adjust) — a third-party attribution platform that assigns installs and in-app events to the campaigns that drove them, the source of truth for in-app UA.
The MMP sits between your app and every ad network, deduplicating attribution and passing back the events (install, registration, deposit) that networks optimize on. Without it, each network claims the same conversions and you cannot compare Unity against Moloco on equal footing.
In iGaming the MMP is where reality is reconciled: buyers match its deposit events against the operator and the network before trusting any ROAS number. The pitfall is a misconfigured postback, where the network never sees deposits and its model optimizes toward installs that never pay.
In buyer speech
“Half the launch was reconciling the numbers with the MMP before we trusted the cost per depositor at all.”