Meta re-enables device-level data sharing with MMPs

🚨Meta is re-enabling device-level data sharing with the MMPs🚨

This is a copypaste from Adjust but applies for all MMPs:

“Meta is re-enabling Advanced Mobile Measurement (AMM), and we’re rolling out support for it starting Tuesday, June 17, 2025. This update is a significant step forward for data granularity. Once you opt-in, it will enable us to share attributed last-touch information with you in a non-aggregated format, allowing for more precise ad performance analysis within your own BI tools.”

👉The real translation and consequence:
Meta is moving away from SKAN (again) — and they’re leading the way.
Others will follow.

You better get used to working with probabilistic data 😵‍💫