A callback<\/strong> (also known as a postback) is an automated HTTP request sent from a Mobile Measurement Platform (MMP) to an external server. This server can belong to the advertiser (for their internal systems) or to an ad network. The primary purpose of a callback is to relay important post-back data, such as attribution results, in real-time.<\/p>\n A callback is an automated server-to-server communication using an HTTP\/HTTPS request.\u00a0Here is the step-by-step process:<\/p>\n Configuration:<\/strong>\u00a0An advertiser configures their MMP platform with specific\u00a0callback URLs\u00a0(or endpoints) provided by their partners, such as ad networks<\/p>\n<\/li>\n Trigger:<\/strong>\u00a0The MMP’s SDK detects a key user action, like an app install or an in-app purchase<\/p>\n<\/li>\n Communication:<\/strong>\u00a0The MMP’s server instantly sends an HTTP\/HTTPS request to the pre-configured URL, containing a structured data payload with the event details<\/p>\n<\/li>\n Processing:<\/strong>\u00a0The partner’s server receives and processes this data to execute its own functions, such as optimizing campaigns, tracking conversions for billing, or updating internal analytics.<\/p>\n<\/li>\n<\/ul>\n Callbacks are the backbone of real-time data synchronization in mobile marketing. Their primary use cases include:<\/p>\n Real-Time Optimization:<\/strong>\u00a0Ad networks rely on callbacks to receive instant confirmation of which campaigns and publishers are driving valuable users. This allows them to instantly optimize their bidding and targeting strategies, reallocating budget to the best-performing sources.<\/p>\n Internal Analytics and BI:<\/strong>\u00a0Advertisers can send callbacks to their own databases or business intelligence (BI) systems. This enables them to build a unified view of user acquisition, combining attribution data with their own internal metrics like lifetime value (LTV).<\/p>\n Fraud Prevention:<\/strong>\u00a0Callbacks can be configured to send fraud alerts. When the MMP’s fraud filters detect suspicious activity, it can immediately notify the advertiser’s or network’s server, allowing for swift action to block fraudulent sources and protect marketing spend.<\/p>\n In essence, a callback ensures that crucial attribution data flows seamlessly and instantly from the MMP to all systems that require it, powering automation, optimization, and comprehensive analytics across the mobile ecosystem.<\/p>\n","protected":false},"template":"","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false},"acf":[],"yoast_head":"\nHow do callbacks work?<\/h2>\n
\n
Key benefits and use cases<\/h2>\n