App Attribution (MMP)

Casino and sportsbook apps can’t rely on web tracking — app stores sever the click-to-install chain. MMPs rebuild it: they capture the click, observe the install, match the two (deterministically where IDs exist, probabilistically where iOS privacy allows), and forward in-app events like FTDs to the affiliate platform.

Integration reality

The affiliate platform consumes MMP postbacks like any S2S source, but deal math changes: install-to-FTD rates, store review delays and Apple’s gambling app policies all sit between click and commission. Programs paying app affiliates on installs alone learn about incentivized-install fraud quickly and expensively.