White Papers & Use Cases

MMPs + OEM Discovery: Measuring Beyond App Stores (MMP Series – 8)

App discovery has expanded beyond app stores into OEM and system-level environments where trust and intent are higher. Measuring these channels requires enterprise-grade attribution. This white paper explores how MMPs make OEM discovery measurable, comparable, and scalable—allowing brands to confidently invest in alternative discovery surfaces without sacrificing performance visibility.

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Ad Fraud: The Hidden Tax on App Growth (MMP Series – 5)

Mobile ad fraud silently drains marketing budgets while inflating performance metrics. Without independent measurement, most fraud remains invisible. This white paper breaks down the most common fraud techniques, explains why they persist, and shows how MMPs prevent losses through deterministic validation, pre-attribution filtering, and transparent fraud reporting—directly protecting ROI.

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Why Firebase Analytics Is Not an MMP (MMP Series – 3)

Firebase Analytics is often mistaken for a complete measurement solution—but it was never designed to independently attribute media performance or prevent ad fraud. This white paper clearly outlines where Firebase fits in the analytics stack, where it falls short, and why serious growth teams rely on MMPs to validate acquisition performance, normalize network data, and protect marketing budgets.

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What Is an MMP — And Why Apps Fail Without One (MMP Series – 1)

Most mobile apps invest heavily in acquisition but lack a reliable way to understand which channels truly drive value. Installs, events, and revenue are often reported differently across ad networks, creating confusion rather than clarity. This white paper explains why Mobile Measurement Platforms (MMPs) have become foundational infrastructure for modern app growth—and how operating without one leads to wasted spend, flawed decisions, and stalled scale.

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Measuring What Matters Attribution, Fraud Control & ROI in App Discovery Campaigns (App Discovery Series -3)

As acquisition budgets grow and regulatory scrutiny increases, accurate measurement and fraud control have become essential to sustainable app growth. This white paper examines how independent Mobile Measurement Platforms (MMPs) enable transparent attribution, validated billing, and ROI accountability in OEM app discovery campaigns. It explains how closed OEM environments significantly reduce fraud exposure and how conversion-based pricing models ensure advertisers pay only for verified outcomes. The paper also outlines Carbondyne’s measurement stack and reporting framework designed for audit-ready, performance-driven acquisition.

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The New Era of App Discovery Beyond App Stores & Social Ads (App Discovery Series -1)

As traditional app stores and social advertising channels become increasingly saturated, costly, and less predictable, brands are rethinking how users discover and install apps. This white paper explores the emergence of OEM-led app discovery as a high-intent alternative, enabling applications to be discovered within trusted, on-device environments at moments of natural user engagement. It examines why conventional acquisition models are reaching efficiency limits and how OEM discovery delivers stronger onboarding, higher retention, and more stable performance. The paper also outlines how performance-based commercial models and independent measurement make app discovery a scalable, accountable growth channel for long-term mobile strategies.

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