Estimating the impact of Meta’s reintroduction of AMM

July 2, 2025

Last week, I wrote about the reinstatement of Meta's Advanced Mobile Measurement (AMM) program, which Meta discontinued in October 2021. AMM enables the small group of measurement companies (MMPs) authorized by Meta to attribute its mobile app advertising campaigns to relay user-level conversion data to its advertisers. Prior to its discontinuation ahead of the rollout […]

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