Why Marketers Are Switching Mobile Measurement Partners (And What To Look for Instead)

Why It Matters

Accurate, privacy‑safe measurement is essential for allocating spend and meeting regulatory demands, and the shift signals a market demand for integrated, AI‑enabled analytics.

Key Takeaways

• 50% of B2C marketers plan to replace MMPs within 18 months
• Branch offers cross‑platform attribution across web, app, CTV, and AI search
• Built‑in AI assistant Ivy provides instant insights without SQL
• HIPAA‑eligible, SOC 2 Type II, GDPR, and CCPA compliant measurement
• Transparent pricing eliminates hidden fees and renewal hikes

Pulse Analysis

The modern consumer no longer follows a linear path; they discover brands on TikTok, scan QR codes, click email links, and bounce between mobile web and native apps before converting. Legacy mobile measurement partners were built for a single‑channel world and struggle to stitch together these fragmented touchpoints. As a result, marketers are seeking solutions that can attribute revenue across every channel—social, search, CTV, and emerging AI‑driven discovery—while still delivering the granularity needed for budget optimization.

Branch differentiates itself by embedding AI directly into its platform. The Ivy assistant surfaces patterns, flags opportunities, and answers performance questions in plain language, eliminating the need for a dedicated data‑science team or complex SQL queries. At the same time, Branch’s deep‑linking technology ensures users land in the right app context, even when the app isn’t installed, turning a technical requirement into a competitive advantage. Privacy is baked in, with full support for Apple’s SKAdNetwork, HIPAA eligibility, SOC 2 Type II, GDPR and CCPA compliance, addressing the regulatory pressure that has made many legacy MMPs untenable.

The shift has broader industry implications. Enterprises such as Amazon, Shopify and Reddit have already adopted Branch, citing higher satisfaction scores and smoother scaling. Transparent, usage‑based pricing removes the surprise renewal hikes that plagued low‑cost competitors, making budgeting more predictable. As more B2C marketers migrate, the market for integrated, AI‑enhanced measurement platforms is set to expand, reshaping how brands allocate spend and prove ROI in a privacy‑first digital ecosystem.