What main advantage does the use of MMPs provide in app marketing?

The use of Mobile Measurement Partners (MMPs) in app marketing primarily provides a broader understanding of app performance through data analysis. MMPs aggregate and analyze data from various sources, allowing marketers to track user behavior, conversions, and the effectiveness of their marketing campaigns across multiple channels. This comprehensive data analysis enables app marketers to assess which strategies are yielding the best results, optimizing their advertising efforts accordingly. With these insights, marketers can make informed decisions that enhance overall marketing effectiveness, target the right audience, and improve user acquisition and retention rates. By leveraging the power of data, MMPs facilitate a strategic approach to app marketing that can lead to sustained growth and success.