Why Impression Validation Matters and Why MMP’s Solutions Fall Short?

Impression validation is as crucial as validation of other hard key performance metrics. It helps advertisers get transparency at the beginning stage of the ad campaign and help them stop it at the root before it impacts the entire campaign, especially metrics like installs and events (like subscription, or first transaction) where the cost is higher.

Let’s understand in detail how impression fraud validation is essential for app marketers and how MMP’s are hiding the actual impact of fraudulent impressions.

Mobile Measurement platforms or MMPs often play a significant role in app marketing. They help the advertisers track the last click attribution of their ad campaigns and track app performance. There are a few MMPs who also provide ad fraud verification solutions bundled with their attribution services. However, ad verification by MMPs have their own limitations.

To read more visit: Why Impression Validation Matters.