Latest Insight

News, best practice and insights
from the MCP team

From Launch and Pray to Data-Led Growth

Most campaign teams still optimise using a narrow set of metrics such as CPA, conversion rate and spend. This article explores how MCP Insight and Mesh Ads combine independent market intelligence, traffic-quality signals and post-conversion data to support better, faster campaign decisions.

Read more...
From Launch and Pray to Data-Led Growth

Most campaign teams still optimise using a narrow set of metrics such as CPA, conversion rate and spend. This article explores how MCP Insight and Mesh Ads combine independent market intelligence, traffic-quality signals and post-conversion data to support better, faster campaign decisions.
Telemedia Johannesburg

Most services are onboarded correctly. The challenge is what happens after they go live. As campaigns evolve and new services are introduced, it becomes harder to maintain a clear view of how user journeys are actually presented and experienced in market. We’ve been working closely with WASPA to build that picture in South Africa. If you’re attending Telemedia Johannesburg, we’d welcome the opportunity to compare perspectives.
Bangladesh’s mVAS Market 

Bangladesh’s mVAS market is growing fast, but it’s not as straightforward as it looks. Strong demand, a young mobile-first audience, and widespread use of carrier billing make it an attractive opportunity for CSPs. Yet beneath the surface, operator dynamics, billing flows, and compliance realities create a more complex landscape. This article explores what’s really happening in-market, and why visibility is becoming the deciding factor between scaling successfully and wasting budget.

The End of Header Enrichment?

Google’s move to HTTPS-only browsing will fundamentally change how Direct Carrier Billing works. As Header Enrichment becomes unreliable, the industry faces a shift towards new identity models, increased friction, and evolving fraud risks.
MCP Insight Launches Powerful New Features in Award-Winning MCP SCANNER Platform

MCP Insight has announced the launch of powerful new features in its award-winning MCP SCANNER platform. These enhancements provide clients with greater visibility into brand activity across markets and deeper intelligence into creative performance, enabling faster, more informed decision-making in the mobile payments ecosystem.
Why Pakistan’s Consent Directive Signals a New Era of Verifiable Mobile Services

PTA’s recent clarification on explicit prior consent for Value-Added Services marks an important step in the continued evolution of Pakistan’s mobile ecosystem. Consumer protection and sustainable operator revenue are not opposing objectives. They depend on each other. The practical question now facing the industry is not whether consent should be obtained, but how it can be clearly evidenced when disputes arise. As markets mature, the shift moves from policy to proof. Verifiable, structured consent recording is increasingly becoming part of the governance infrastructure that supports long-term stability across the value chain.
Load more...