Democratization of MMPs

The importance of accessible and fair tools

In the digital marketing market, Mobile Measurement Partners (MMPs) have become essential for measuring the success of mobile campaigns, ensuring correct attribution, and optimizing return on investment (ROI). However, for many companies, especially in emerging markets, access to these advanced tools has been limited by financial, currency, and support barriers.

Fair price and local currency: Breaking economic barriers

One of the main difficulties faced by companies wishing to adopt an MMP is the cost. The few solutions available in the market are quoted in foreign currencies, subjecting companies to unpredictable currency fluctuations that can significantly increase monthly costs. This creates a scenario in which smaller companies or those with more limited resources are discouraged from investing in tools that could be crucial for the growth of their apps.

Therefore, it is essential that MMPs adapt to the local reality, offering fair prices, in local currency, and without additional risks related to currency variation. This way, any company, regardless of its size or budget, can benefit from a quality solution to measure its marketing campaigns.

Pay-per-use: Transparency and flexibility

Another factor that makes tools inaccessible is rigid plans and predefined packages. Frequently, MMPs offer plans with high fixed costs, forcing companies to pay for features they do not always use. This creates a waste of resources, especially for businesses that are just starting to explore the mobile universe.

By adopting a pay-per-use model, MMPs can become more inclusive and accessible. In this model, companies pay only for what they actually use, without unpleasant surprises or hidden catches in complex plans. This allows companies of any size to scale their use of the tool according to their needs, without committing financially beyond what is necessary.

Support in the local language

Besides the price, another critical aspect for the democratization of MMPs is support. Many companies face difficulties when trying to deal with tools whose support is provided in other languages, which can create barriers in communication and problem-solving.

Local support, in Portuguese, for example, not only facilitates understanding and use of the tool but also creates a closer and more effective relationship between the company and the MMP. When support is provided by a team that knows the particulars of the local market and can respond quickly and directly, problems are solved much more swiftly, allowing companies to focus on their campaigns without wasting time on technical issues.

Commitment to all audiences

Democratizing access to MMPs also means caring for all types of companies, from startups and small businesses to large corporations. By adopting fair prices, without catches, in local currency, with pay-per-use and support in the local language, MMPs can truly serve all audiences without excluding anyone.

Advents, for example, believes in this philosophy. Our mission is to provide a robust, accessible, and fair solution for the mobile market, ensuring that any company can grow and optimize its campaigns with confidence, without surprises along the way.

Conclusion

The democratization of MMPs is not just about offering one more tool in the market. It is about enabling companies of all sizes and resources to access quality solutions, without the barriers imposed by high prices, currency fluctuations, or inefficient support. Companies that care about serving all audiences, like Advents, are leading this movement, and they are the ones who truly make a difference in the market.