Guess What? MMPs Aren’t Dead, With Branch’s Alex Bauer

Mark Twain once (didn’t exactly) say: “Reports of my death have been greatly exaggerated.” A similar sentiment can be applied to mobile measurement partners (MMPs) following Apple’s rollout of its AppTrackingTransparency framework last year. It was hard to imagine how MMPs could survive losing access to the device-level data that allows them to attribute app… Continue reading »

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