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Kochava Glossary

With an ever-increasing list of digital marketing terminology, it can be hard to keep it all straight. That’s why we created the Kochava Glossary – a place to help marketers, developers, and anyone interested in ad tech familiarize themself with industry terms, topics, and more.

Universal Links
A universal link opens both a website and the associated mobile app content depending on the user’s preference and whether they have the app installed when clicking the link.

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A mobile measurement partner (MMP) is an independent third-party platform that tracks, organizes, and visualizes mobile app data.

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IDFV stands for “identifier for vendors” and is a universally unique identifier (UUID) used by Apple on many of its devices, including iPhone, iPad, etc.

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